Time in corporate images: introducing image heritage and image‐in‐use

Rindell, Anne

doi:10.1108/13522751311317594

Cited by 48 publications

(75 citation statements)

References 39 publications

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“…Their study of the Vespa brand reveals a disconnect between what consumers as members of a brand community jointly perceive as relevant corporate heritage attributes and what the company's brand communication accentuates as core corporate heritage elements of the brand. Based on these findings, the authors conceptually integrate the temporal concept of consumer-based corporate image heritage (Rindell 2013) into the heritage quotient framework (Urde et al 2007). The article also introduces a simple to use framework based on the relative relevance of heritage elements for consumers and the company, which could be particularly interesting for practitioners.…”

Section: Editorial Box 1: the Past As A Constitutive Element And As Amentioning

confidence: 99%

“…More recently, as reflected in this special edition, a number of empirical studies have variously advanced our discernment of the domain by examining how two corporate heritage brandsTiffany's and Burberry -recovered from brand crises (Cooper et al 2015b) and a study of the Vespa brand (Rindell et al 2015) explains the significance of the consumer-based corporate image heritage notion (Rindell 2013) in the context of the heritage quotient framework (Urde, Greyser, and Balmer 2007). The material and spatial manifestation of corporate heritage through corporate heritage architecture of French financial institutions is the focus of another recent contribution (Bargenda 2015) while Cooper et al (2015a), building on the work of Urde et al (2007), detail the differences between the management of established corporate heritage brands with the management approach of contemporary corporate brands lacking the corporate heritage dimension.…”

Section: Recent Empirical Insightsmentioning

confidence: 99%

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Explicating corporate heritage, corporate heritage brands and organisational heritage

Balmer

Burghausen

2015

J Brand Manag

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Section: Editorial Box 1: the Past As A Constitutive Element And As Amentioning

confidence: 99%

Section: Recent Empirical Insightsmentioning

confidence: 99%

Explicating corporate heritage, corporate heritage brands and organisational heritage

Balmer

Burghausen

2015

J Brand Manag

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“…• to be an important driver for customers' perceived value of a product/service brand which has a positive impact on cognitive, affective, and intentional consumer responses (Wiedmann et al, 2011a, b;Wuestefeld et al, 2012;Rindell, 2013;Balmer and Chen, 2015;Rindell et al, 2015) • to be linked to the notion of product/ service brand authenticity (Beverland, 2006;Alexander, 2009;Gundlach and Neville, 2012) • to be associated with stronger emotional and symbolic ties between consumers and a brand (Ballantyne et al, 2006;Simms and Trott, 2006) • to be particularly pertinent for product/ service brands with a premium or luxury value position (Beverland, 2006;Fionda and Moore, 2009). …”

Section: The Consumer Marketing Literature On Heritage Brandingmentioning

confidence: 99%

Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

2016

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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 explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate focus. Empirical insights are drawn from an in-depth and longitudinal case study of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries. This study shows how, by the pursuance of a strategy derived from a heritage branding orientation, Ach. Brito -after a prolonged period of decline -achieved a dramatic strategic turnaround. The findings reveal how institutional heritage can be a strategic resource via its adoption and activation at both the product and corporate levels. www.palgrave-journals.com/bm/ Moreover, the study explains how the bi-lateral interplay between product and corporate brand levels can be mutually reinforcing. In instrumental terms, the study demonstrates how heritage can be activated and articulated in different ways. For instance, it can reposition both product and/or corporate brands; it can be meaningfully informed by product brand heritage and shape corporate heritage and can be of strategic importance to both medium-sized and small enterprises.

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“…Lee et al [7] propose that brand avoidance behavior show when users observe some brand commitments to be mismatched with their wants or needs. Though, consumers can respond not only to what brands have promised but also to what they morally should have promised but in truth did not; consequently, brand avoidance behavior may not always be associated to what a brand is promising [38]. Brand rejection behaviors appear when negative attitudes, beliefs and emotions toward that brand develop strong and act as barricades to buying, No matter what a brand is (not) promising [39,40].…”

Section: Brand Avoidance Motivatorsmentioning

confidence: 99%

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

Abid¹,

Khattak²

2017

J Account Mark

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This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...

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Time in corporate images: introducing image heritage and image‐in‐use

Cited by 48 publications

References 39 publications

Explicating corporate heritage, corporate heritage brands and organisational heritage

Explicating corporate heritage, corporate heritage brands and organisational heritage

Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

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