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Creating competitive brand advantage via connecting and disconnecting historical epochs through heritage brands
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-3325-1482
Jönköping University, Sweden.
2018 (English)In: 2018 Global Marketing Conference at Tokyo Proceedings, Global Marketing Conference , 2018, p. 1258-1260Conference paper, Published paper (Refereed)
Abstract [en]

In times of rapid technological change and increasing global competition, the brand constitutes one of the few resources to ensure sustainable competitive advantage (Lindemann, 2003). An important brand attribute companies need to build and communicate to consumers is brand authenticity. The technological and economic dynamics of our modern times can have destabilizing social consequences, particularly during the uncertainty caused by economic or political crises – which robs individuals of their need for stability and continuity. In these times, the human desire for authenticity may be especially strong (Turner & Manning, 1988). But what drives the authenticity of a brand? Recent research has identified brand heritage, that is, a company’s active use of its past and legacy, as beneficial for achieving competitive advantage (Urde, Greyser, & Balmer, 2007; Balmer, 2009). 

Place, publisher, year, edition, pages
Global Marketing Conference , 2018. p. 1258-1260
Keywords [en]
brand heritage, brand legacy, consumer-brand identification, social embeddedness.
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-82551OAI: oai:DiVA.org:lnu-82551DiVA, id: diva2:1315657
Conference
2018 Global Marketing Conference at Tokyo, Tokyo, Japan, July 26-29, 2018
Projects
Creating competitive brand advantage via connecting and disconnecting historical epochs through heritage brandsAvailable from: 2019-05-14 Created: 2019-05-14 Last updated: 2019-05-16Bibliographically approved

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Anisimova, Tatiana

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Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf