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Consumer Perception of the Value of Brand Heritage

Written by Emma Larsson, Elin Norell

Paper category

Bachelor Thesis


Business Administration>General




Bachelor Thesis: Heritage Brand Brand heritage may be considered as a concept somewhat related to many different brand types and structures (Urde & Greyser, 2015). Urde, Greyser, and Balmer (2007) define brand heritage as "a dimension of brand identity, which is reflected in its track record, longevity, core values, and use of symbols, especially in its historically important organizational beliefs." In addition, the researchers emphasize the fact that the longevity and sustainability of the brand are used to prove that its core values ​​and performance are reliable (Wiedmann et al., 2011). However, some people believe that heritage is different from history because history explores and explains the past—what it is—and heritage emphasizes the past by acknowledging the importance of the past to the purpose and performance of the present and the future. Therefore, some people think that all brands have a history, but only a few brands have inheritance. Traditional brands emphasize that history is an important part of their true identity and clearly base their value proposition on their traditions (Urde et al., 2007). Therefore, the literature shows that there is a clear difference between brands with traditional brands and traditional brands (Balmer & Burghausen, 2015). Traditional brands emphasize that tradition is part of their identity and value proposition, while traditional brands do not. They only recognize its existence, but do not strategically use it to embrace the past, present and future. Seeing the importance of explaining the difference between traditional brands and traditional brands, for the purpose of this research, the author of this article chooses to use the latter as a part of the past and historical roots, brand identity and positioning, and will explore from the perspective of consumers ( Urde et al., 2007). In order to define a traditional brand and determine whether a brand is eligible to become a traditional brand, certain characteristics need to be analyzed. These characteristics indicate whether a brand exists or potentially exists or how much legacy is found. These characteristics include track record, longevity, core values, use of symbols, and history (Urde et al., 2007). The original intention of the framework is to analyze the heritage of a brand from the perspective of the organization. Therefore, the organization itself analyzes the extent to which heritage is a necessary part of its identity based on the above five dimensions. Even so, this article evaluates the framework, with the purpose of exploring whether heritage is an important part of the existence and existence of a brand image from a consumer's perspective. 2.2. Consumer Perceived Value The conceptualization of perceived value in contemporary literature is widely controversial (Aulia et al., 2016; Sánchez-Fernández and Iniesta-Bonillo, 2007). Although there are different opinions on the complexity of the concept and its structure, it is generally agreed that it considers the relationship between consumers and products (or brands) (Aulia et al., 2016). In addition, some people believe that the brand value perceived by consumers should consider its contextual, personal, and comparative nature. In addition, the literature shows that consumers perceive the value of a brand in a certain way based on their personal preference for brand characteristics and interpretation of brand performance, as well as the combination of intellectual and emotional associations about brand authenticity (Aulia et al., 2016; Sánchez- Fernandez and Iniesta-Bonillo, 2007). The hypothesis can link consumers' perception of brand value with their general attitudes and explanations based on brand awareness and characteristics related to it (Aaker, 1991; Keller, 1993). Having said that, consumers evaluate the value of a product (or brand) based on their general knowledge of the product (or brand), including their knowledge of the brand and the content associated with the brand. Therefore, the degree to which associations are seen as strong, unique, and beneficial further emphasizes consumers' perception of brand value (Keller, 1993). 2.3 Consumers’ perceived value of brand heritage Although the two separate concepts of perceived value and brand heritage have aroused increasing interest in academia for a long period of time, they are combined, so consumers are The perception of brand heritage value is a relatively unexplored field of research (Aulia et al., 2016; Wuestefeld et al., 2012). However, the scholars who conducted the survey believe that tradition may create the value perceived by consumers based on the consumer's connection with the brand in terms of added depth, authenticity and credibility. Urde et al. (2007) support this statement because when they consider brand heritage, they believe that consumers' perceptions of brand value may be affected by their overall perceptions of heritage and authenticity. They further believe that if consumers view the brand’s tradition as an essential and positive component, their loyalty to the brand will increase (Urde et al., 2007). In addition, the literature shows that consumers' understanding of brand traditions and actively linking them with the brand can enhance trust and reliability. Read Less