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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| Published in | Journal of marketing theory and practice Vol. 19; no. 2; pp. 205 - 220 |
|---|---|
| Main Authors | , , , |
| Format | Journal Article |
| Language | English |
| Published |
Abingdon
Routledge
01.04.2011
Association of Marketing Theory and Practice Assoc Taylor & Francis Ltd |
| Subjects | |
| Online Access | Get full text |
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| Abstract | 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. |
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| AbstractList | 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. 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. [PUBLICATION ABSTRACT] |
| Author | Hennigs, Nadine Wuestefeld, Thomas Schmidt, Steffen Wiedmann, Klaus-Peter |
| Author_xml | – sequence: 1 givenname: Klaus-Peter surname: Wiedmann fullname: Wiedmann, Klaus-Peter organization: Leibniz University of Hannover, Hannover, Germany – sequence: 2 givenname: Nadine surname: Hennigs fullname: Hennigs, Nadine organization: Leibniz University of Hannover, Hannover, Germany – sequence: 3 givenname: Steffen surname: Schmidt fullname: Schmidt, Steffen organization: Leibniz University of Hannover, Hannover, Germany – sequence: 4 givenname: Thomas surname: Wuestefeld fullname: Wuestefeld, Thomas organization: Leibniz University of Hannover, Hannover, Germany |
| BackLink | http://www.econis.eu/PPNSET?PPN=657066419$$DView this record in ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften |
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| Snippet | Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the... |
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| SubjectTerms | 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 |
| Title | Drivers and Outcomes of Brand Heritage: Consumers' Perception of Heritage Brands in the Automotive Industry |
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