Abstract
As a relatively new thing, the concept of brand heritage is starting to attract the attention of marketing researchers. Several concepts that emerged later, both from the perspective of brand identity and perceived brand, criticized the previous concepts. By reviewing the literature, this article views, from a brand identity perspective, the elements of brand heritage proposed by Urde et al. (2007) is the most appropriate concept to describe the phenomenon. From the perceived brand perspective, the omniporal perceived brand heritage scale and the perceived brand heritage scale based on heritage aspects are both relevant, but it is proposed to rename them into brand heritage image and perceived brand heritage, respectively. This theoretical study also offers a matrix of conceptual brand heritage categories that is useful as a roadmap for further research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
