Special Session: Brand Heritage: Cross Cultural Perceptions: An Abstract
Although marketing research seems to hold a positive bias toward the future and making predictions, the concept of heritage has been successfully developed, at a corporate brand level (Urde et al. 2007), and then extended for the study of product brands (Hudson 2011; Merchant and Rose 2013; Pecot and de Barnier 2017). Recent work considers the perceptions consumers hold of brand heritage, both qualitatively (Rindell et al. 2015) and quantitatively (Pecot et al. 2018; Rose et al. 2016). Although some studies look at China (Balmer and Chen 2017) and North America (Hudson 2011; Rose et al. 2016), it remains mostly European.
The aim of this special session is to discuss ongoing research looking at perceptions of brand heritage in empirical contexts that had not been considered before. Varsha Jain and her colleagues look at how residents construct stories in the context of a heritage UNESCO site in India. Mei and Greg Rose also look at destinations, but using a scale development approach in order to identify the dimensions of a destination brand heritage, which is a new area. Finally, Greg Rose and his colleagues present the results of a refined measurement for brand heritage perceptions, validated in the United States, France, and South Korea.
This special session therefore extends existing knowledge on brand heritage perception from different perspectives. For the first time, it includes insights from India and South Korea. It also explores the heritage dimension of destination brands. Altogether, this session will significantly advance research on brand heritage perception from a cross-cultural perspective.