Visually communicating brand heritage on social media: champagne on Instagram

Abstract

Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

“…First, this work advances the literature on consumption rituals by investigating digital rituals in OBCs and their effects on customer citizenship behavior. Relatively little attention is paid to how rituals on digital platforms influence consumers’ attitudes and behaviors (Butcher and Pecot, 2022; Otnes and Sreekumar, 2018). This study addresses this lack by concentrating on the group rituals within OBCs rather than those in face-to-face brand communities and daily rituals performed by members.…”

The influence of social media and brand equity on business-to-business marketing

“…Despite recent interest in the state of the art of the relationship between BH and SM in the scientific context (Butcher & Pecot, 2021), mostly relating brand image aspects to SM or luxury products, we have identified a theoretical gap related to the topics proposed in this study. Thus, the triangulation of the three constructs remains unaddressed, especially in industrial marketing.…”

“…BH can also be seen as a set of knowledge related to the brand while being influenced by several fragments of information and signals that a company provides, such as blogs, its history, date of foundation and logo (Pecot et al. , 2018; Butcher & Pecot, 2021). The dimensions of BH can be related to temporality, consistency, heredity, utility and the image passed on by several generations of stakeholders, who increase the perception of identity and tenacity in business management (Pecot et al.…”

Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

“…Brand engagement in the digital era, which centers on two primary components – technology and people – is always evolving. How people interact is changing as a result of the advancement of new technologies, which implies that brand owners (or organizations) must adjust their customer engagement tactics accordingly, as scholarly findings show that it has evolved over time, shifting from an offline platform to an online platform (Butcher and Pecot, 2021; Yousaf et al , 2021). This is illustrated by one of the cluster’s most-cited articles, “Consumer engagement in online brand communities: A social media perspective” (TC = 488), published by a research group comprising Dessart et al (2015).…”