Drivers and Outcomes of Brand Heritage: Consumers' Perception of Heritage Brands in the Automotive Industry

Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 19; no. 2; pp. 205 - 220
Main Authors Wiedmann, Klaus-Peter, Hennigs, Nadine, Schmidt, Steffen, Wuestefeld, Thomas
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.04.2011
Association of Marketing Theory and Practice
Assoc
Taylor & Francis Ltd
Subjects
Authenticity
Automobile industry
Brand identification
Brand image
Brand loyalty
Brand management
Brands
Consumer advertising
Consumer behavior
Consumer research
Consumers
Cultural preservation
Customer satisfaction
Kfz-Industrie
Konsumentenverhalten
Kundenzufriedenheit
Markenimage
Marketing
Modeling
Partielle kleinste Quadrate
Perceptions
Strategic management
Studies
Sustainability
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Summary:Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares-based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1069-6679
1944-7175
DOI:10.2753/MTP1069-6679190206