Brand Heritage as Key Success Factor in Corporate Marketing Management: A Review and Synthesis of Recent Empirical Studies
Purpose – Recently, the study of corporate brand heritage and the question of how past, present and
future merge to create brand perception and related behavior have gained growing interest in both management research and managerial practice. Against the backdrop of an economy that is characterized by extremely competitive markets, a dynamic business environment and a high degree of
consumer uncertainty based on economic as well as social distortions, the origin and heritage of a company or a brand often serves as proof that the core values and performance of the given products or
services are reliable. Nevertheless, in-depth knowledge of the antecedents and outcomes of corporate brand heritage is still scarce. The aim of the present article is to review recent empirical studies on the corporate heritage construct and its role as a key success factor in corporate marketing management.
Methodology – Based on theoretical and empirical insights, we propose a synthesis of five current studies along three major approaches to obtain a comprehensive model of effective corporate brand heritage measurement and management.
Findings – The study overview suggests that corporate brand heritage serves as a basis for brand knowledge in general as well as a unique key success driver for brand perception and brand behavior in particular.
Originality/value – The theoretically derived and empirically verified management framework can be used as an effective navigation device to create and maintain a corporate brand with a heritage
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