Brand Heritage and its Impact on Corporate Reputation: Corporate Roots as a Vision for the Future

• Autores: Klaus-Peter Wiedmann, Nadine Hennigs, Steffen Schmidt, Thomas Wuestefeld
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 16, Nº. 3, 2013, págs. 187-205
• Idioma: inglés
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• Resumen

  • The ever-growing competition in the market leads to a paradigm shift that started from a competition on the basis of products, led to a competition based on problem solutions and strategies, and, finally, is currently a competition referring to identities and reputation. As corporate reputation is constituted on the basis of continuous interaction with stakeholders over time, the earlier actions of a company as well as its history and heritage are of special importance. With reference to consumers to whom heritage is meaningful, the heritage of a brand can result in an intensified brand loyalty and the willingness to accept higher prices. However, better knowledge of the conditions and drivers of brand heritage, and the effects of brand heritage on corporate reputation and stakeholder perception behavior, is still needed. The main research goal of this paper is to examine the crucial role of brand heritage as an essential driver of corporate reputation and customer value perception, as well as its effects on brand image and customer buying intention.