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The impact of brand heritage on customer perceived value

Abstract

In both marketing research and practice, the study of brands with a heritage as part of their corporate brand identity has gained growing interest. However, better knowledge of the conditions and drivers of brand heritage as well as its effects on customer value and consumer behavior is still needed. Reasoning this, the aim of the present study is to examine the antecedents and outcomes of brand heritage with special focus on the value as perceived by the customer. Our study concentrates on the luxury industry where the origin and heritage of a brand is something that consumers are increasingly aware of. Based on a structural modeling approach, our results reveal significantly strong effects of brand heritage on the perceived economic value, the perceived functional value, the perceived affective value, and the perceived social value of a brand; thus, brand heritage affects the overall perceived value in the eyes of the consumers.

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Correspondence to Thomas Wuestefeld.

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Wuestefeld, T., Hennigs, N., Schmidt, S. et al. The impact of brand heritage on customer perceived value. markt 51, 51–61 (2012). https://doi.org/10.1007/s12642-012-0074-2

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Keywords

  • Brand heritage
  • Brand management
  • Customer perceived value
  • Luxury industry
  • Partial least squares