Cognitive outcomes of brand heritage: A signaling perspective

Abstract

Acknowledgements: The first author received a CEFAG grant to fund him as a visiting scholar at The University of Washington Tacoma. He would like to thank the FNEGE (Fondation Nationale pour l'Enseignement de la Gestion des Entreprises) for its financial support in this research.

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

“…One logic posits that nostalgic memories are both rocky and rosy rather than merely positive, and therefore they are perceived as more authentic (Stephan et al 2012). Another logic is based on a signaling perspective and argues that consistency and clarity in brand history create feelings of authenticity and, in turn, trust (Ford et al 2018;Napoli et al 2014;Pecot et al 2018). These ideas of genuineness and consistency over time are both central elements of brand authenticity (e.g., Fritz et al 2017) and they also correspond to the temporal aspects of construal level theory (Stephan et al 2012).…”

“…As such, brand managers can shape the role that nostalgic attributes play for a brand. Thus, we deem Bnostalgic brand positioning^to be more appropriate than other labels often used in the literature such as Bbrand nostalgia^ (Ford et al 2018;Fritz et al 2017), Bnostalgic brands^ (Kessous et al 2015), Bretro branding^ (Brown et al 2003), or Bbrand heritage^ (Pecot et al 2018). A nostalgic brand positioning can be shaped across the whole marketing mix.…”

“…A nostalgic brand positioning can be shaped across the whole marketing mix. For example, brand managers might introduce special editions related to the past, include the firm's founding date or childhood associations on product packaging, or emphasize the firm's history in advertising campaigns (Aaker 1991;Pecot et al 2018).…”

The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

“…(Guèvremont, 2018;Guèvremont & Grohmann, 2016;Napoli et al, 2014). In this study, four dimensions of brand authenticity were used, which were adopted in a study of (Shirdastian et al, 2019) (Hakala et al, 2011;Pecot et al, 2018), banking and furniture (Urde et al, 2007), automotive industry (Hakala et al, 2011;Rindell et al, 2015;Urde et al, 2007 the consumer receives the direct and indirect consumption values derive from using the authentic brand (Napoli et al, 2016). if the brands are deeply rooted in the mind of a customer, the chances of forming an emotional bond are higher (Park et al, 2010;Thomson et al, 2005).…”

Theorizing rightist anti-consumption

“…We are not suggesting that companies cannot accommodate or co-opt this anticonsumption as seen for their management of left-wing anti-consumption (Holt, 2002), as recent sociology work investigates (Miller-Idriss, 2018). For instance, further research could look more closely at the way companies signal their authenticity (Beverland, 2006) or their heritage (Pecot et al, 2018) as a strategy to co-opt part of this opposition. The consideration of rightist social movements has appreciably enriched the theoretical frameworks developed on progressive resistance (Blee and Creasap, 2010;Warnick, 1982).…”