2016
DOI: 10.1057/bm.2015.48
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Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

Abstract: is Lecturer in Marketing at Essex Business School, University of Essex in Colchester, UK. He has extensive industry experience having worked for Allianz of Germany (Insurance), among others, in different managerial and non-managerial roles before his move into academia. He holds a PhD (Brunel) and his general research interests are within the nascent fields of corporate marketing and corporate heritage scholarship (and related areas ABSTRACT The notion of heritage branding orientation is introduced and explica… Show more

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Cited by 56 publications
(60 citation statements)
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References 58 publications
(127 reference statements)
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“…Using the case of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries, the authors demonstrate the value of institutional heritage as a strategic resource driving adoption and activation through individual and bi-lateral interplay within and between product and corporate brand levels (see Santos et al, 2016).…”
Section: Drivers Of Employee Propensity To Endorse Their Corporate Brandmentioning
confidence: 98%
“…Using the case of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries, the authors demonstrate the value of institutional heritage as a strategic resource driving adoption and activation through individual and bi-lateral interplay within and between product and corporate brand levels (see Santos et al, 2016).…”
Section: Drivers Of Employee Propensity To Endorse Their Corporate Brandmentioning
confidence: 98%
“…Past research indicates that managers implement corporate heritage internally through distinct strategies: narrating, visualizing, performing, and embodying (Bughausen and Balmer, 2014). They also engage in heritage branding externally by articulating the latent corporate heritage at a product brand level (Santos et al, 2016). However, most consumers do not have direct access to the corporate identity of a company.…”
Section: Theoretical Background: Corporate Brands and Signaling Theorymentioning
confidence: 99%
“…Considering brand heritage as a signal allows the modeling of its effect on quality and price, with a focus on the informational asymmetry between the firm and its consumers. It builds on and contributes to existing research on brand stewardship (Burghausen and Balmer, 2015), heritage branding (Santos et al, 2016) and consumer image heritage (Rindell et al, 2015), by quantifying what value brand heritage adds from a consumer perspective in terms of credibility, quality, and willingness to pay a premium. It provides additional validation from a consumer perspective to engage in stewardship and make use of brand heritage in external communications.…”
Section: Theoretical Background: Corporate Brands and Signaling Theorymentioning
confidence: 99%
See 1 more Smart Citation
“…in the brand and adaptability. Santos, Burghausen, and Balmer (2016) identify three uses of the heritage for branding purposes. It works as a tactical tool, a strategic asset or a strategic reference point for the development of branding strategies.…”
Section: Managing Heritage Brandmentioning
confidence: 99%