Details
| Original language | English |
|---|---|
| Title of host publication | Quantitative Marketing and Marketing Management |
| Subtitle of host publication | Marketing Models and Methods in Theory and Practice |
| Pages | 563-583 |
| Number of pages | 21 |
| Volume | 9783834937223 |
| ISBN (electronic) | 9783834937223 |
| Publication status | Published - 13 Jun 2012 |
Abstract
The heritage aspect is a crucial part of a luxury brand as it has to appear both perfectly modern to the society of the day and at the same time laden with history. Heritage adds the association of depth, authenticity and credibility to the brand's perceived value and can result in an intensified brand loyalty and the willingness to accept higher prices. Incorporating relevant theoretical and empirical findings, the aim of the present study is to examine the antecedents and outcomes of luxury value and brand heritage as perceived by consumers and effects resulting on brand strength. Based on a structural modeling approach, results reveal the most important effects of the perceived luxury and heritage of a brand on consumer perceived value in terms of the customer's economic, functional, affective, and social evaluation of a brand and its related effects on the affective, cognitive and intentional brand strength.
Keywords
- Brand Heritage, Brand Luxury, Brand Management, Partial Least Squares, Structural Equation Modeling
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- General Business,Management and Accounting
Cite this
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Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice. Vol. 9783834937223 2012. p. 563-583.
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - The perceived value of brand heritage and brand luxury managing the effect on brand strength
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Wüstefeld, Thomas
PY - 2012/6/13
Y1 - 2012/6/13
N2 - The heritage aspect is a crucial part of a luxury brand as it has to appear both perfectly modern to the society of the day and at the same time laden with history. Heritage adds the association of depth, authenticity and credibility to the brand's perceived value and can result in an intensified brand loyalty and the willingness to accept higher prices. Incorporating relevant theoretical and empirical findings, the aim of the present study is to examine the antecedents and outcomes of luxury value and brand heritage as perceived by consumers and effects resulting on brand strength. Based on a structural modeling approach, results reveal the most important effects of the perceived luxury and heritage of a brand on consumer perceived value in terms of the customer's economic, functional, affective, and social evaluation of a brand and its related effects on the affective, cognitive and intentional brand strength.
AB - The heritage aspect is a crucial part of a luxury brand as it has to appear both perfectly modern to the society of the day and at the same time laden with history. Heritage adds the association of depth, authenticity and credibility to the brand's perceived value and can result in an intensified brand loyalty and the willingness to accept higher prices. Incorporating relevant theoretical and empirical findings, the aim of the present study is to examine the antecedents and outcomes of luxury value and brand heritage as perceived by consumers and effects resulting on brand strength. Based on a structural modeling approach, results reveal the most important effects of the perceived luxury and heritage of a brand on consumer perceived value in terms of the customer's economic, functional, affective, and social evaluation of a brand and its related effects on the affective, cognitive and intentional brand strength.
KW - Brand Heritage
KW - Brand Luxury
KW - Brand Management
KW - Partial Least Squares
KW - Structural Equation Modeling
UR - http://www.scopus.com/inward/record.url?scp=84930719529&partnerID=8YFLogxK
U2 - 10.1007/978-3-8349-3722-3_27
DO - 10.1007/978-3-8349-3722-3_27
M3 - Contribution to book/anthology
AN - SCOPUS:84930719529
SN - 3834930601
SN - 9783834930606
VL - 9783834937223
SP - 563
EP - 583
BT - Quantitative Marketing and Marketing Management
ER -