Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage

Explicating corporate heritage, corporate heritage brands and organisational heritage

“… Australia (Byrom and Lehman 2009;Cooper et al 2015a);  China (Balmer and Chen 2015;Schroeder et al 2015);  France (Bargenda 2015);  Finland (Blombäck and Brunninge, 2009;Hakala et al 2011;Hakala et al 2015);  Germany (Wiedmann et al 2011a(Wiedmann et al , 2011b;  Italy (Rindell et al 2015);  New Zealand (Cooper et al 2015a);  Norway (Urde and Greyser, 2015);  Portugal (Rindell et al 2015);  Sweden Brunninge, 2009, 2013;Blombäck and Scandelius 2013;Urde and Greyser, 2015);  United Kingdom (Balmer 2008(Balmer , 2009(Balmer , 2011aBalmer 2014a, 2015);  US (Hudson 2011; Balmer and Hudson 2013).…”

“…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.…”

“…The study of Rindell, Santos and de Lima (2015) contributes to the stream of empirical inquiry that has focused on consumer image formation (Wiedmann et al 2011a(Wiedmann et al , 2011b) and the emerging theme of the consumer (and stakeholder) relevance of corporate heritage brands per se (Balmer and Chen 2015). 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.…”

Introducing organisational heritage: Linking corporate heritage, organisational identity and organisational memory

“…In light of the aforementioned, we are mindful of the significant contributions made by cornerstone articles published in the Journal of Brand Management (JBM) on corporate heritage management Urde et al 2007;Balmer 2011a) and subsequent empirical work related to the above in the JBM (Balmer and Chen 2015;Schroeder et al 2015;Bargenda 2015;Rindell et al 2015).…”

“…This includes: managerial cognition, self-understanding and enactment Balmer 2014a, 2015); the cognitive, behavioural and experiential effects of heritage claims on consumers (Wiedmann et al, 2011a(Wiedmann et al, , 2011bHudson, 2011;Hudson and Balmer, 2013); corporate heritage image construction by customers and other stakeholders vis-à-vis an institution's corporate heritage claims (Rindell et al 2015) and consumer attractiveness towards corporate heritage (Balmer and Chen 2015) and the significance of collective memory in managing a corporate heritage brand (Balmer 2009). …”