Details
| Original language | English |
|---|---|
| Pages (from-to) | 205-220 |
| Number of pages | 16 |
| Journal | Journal of Marketing Theory and Practice |
| Volume | 19 |
| Issue number | 2 |
| Publication status | Published - 1 Apr 2011 |
Abstract
Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares-based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Marketing Theory and Practice, Vol. 19, No. 2, 01.04.2011, p. 205-220.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Drivers and outcomes of brand heritage
T2 - Consumers' perception of heritage brands in the automotive industry
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Wuestefeld, Thomas
PY - 2011/4/1
Y1 - 2011/4/1
N2 - Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares-based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.
AB - Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares-based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.
UR - http://www.scopus.com/inward/record.url?scp=79952827732&partnerID=8YFLogxK
U2 - 10.2753/MTP1069-6679190206
DO - 10.2753/MTP1069-6679190206
M3 - Article
AN - SCOPUS:79952827732
VL - 19
SP - 205
EP - 220
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
SN - 1069-6679
IS - 2
ER -