Purpose–The purpose of this paper is to develop a model of brand authenticity and analyze
the antecedents and effects of the construct. Although there is no doubt about the relevance …

This paper examines the consequences of brand heritage. It integrates and builds on
previous qualitative studies by develo** a nomological network examining:(a) the …

This paper examines the cognitive outcomes of brand heritage in the theoretical framework
of signaling theory. Three quantitative studies show the added value of making brand …

Purpose The advent of social media brought a new perspective for guerrilla marketing since
it allows ads to reach more people through the internet. The purpose of this paper is to …

This article presents an exploratory study using survey data collected at two universities in
the United States to compare the criteria that public and private university students use when …

Purpose–Brand heritage is an emerging concept within the marketing discipline, which
suggests that the historical status of older companies is often explicitly linked to their brand …

Corporate branding plays a crucial role in building a sustainable bond between the branded
company and its customers. Because consumers' corporate brand image develops over …

Purpose–The purpose of this paper is to explore the mechanisms of consumer behaviour
relating to corporate heritage brands. The aim is to clarify the internal logic of the brand …

Recently, considerable academic and management interest has focussed on corporate
heritage and, in particular, on the corporate heritage brand notion. This article provides a …

Purpose–The purpose of this paper is to investigate the influence of inputs from consumers'
past experiences of a company on their current image‐construction processes, in the context …