Details
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 187-205 |
| Seitenumfang | 19 |
| Fachzeitschrift | Corporate Reputation Review |
| Jahrgang | 16 |
| Ausgabenummer | 3 |
| Publikationsstatus | Veröffentlicht - 23 Juli 2013 |
Abstract
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.
ASJC Scopus Sachgebiete
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Betriebswirtschaft und Internationales Management
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Strategie und Management
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in: Corporate Reputation Review, Jahrgang 16, Nr. 3, 23.07.2013, S. 187-205.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
}
TY - JOUR
T1 - Brand heritage and its impact on corporate reputation
T2 - Corporate roots as a vision for the future
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Schmidt, Steffen
AU - Wuestefeld, Thomas
PY - 2013/7/23
Y1 - 2013/7/23
N2 - 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.
AB - 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.
KW - Brand heritage
KW - Corporate reputation
KW - Customer behavior
UR - http://www.scopus.com/inward/record.url?scp=84880893178&partnerID=8YFLogxK
U2 - 10.1057/crr.2013.10
DO - 10.1057/crr.2013.10
M3 - Article
AN - SCOPUS:84880893178
VL - 16
SP - 187
EP - 205
JO - Corporate Reputation Review
JF - Corporate Reputation Review
SN - 1363-3589
IS - 3
ER -