Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands

Abstract

In the context of brand resurrections, we do not know how past and present narrations influence consumers’ reactions towards resurrected brands. Based on the concepts of “there-being” (Dasein) and “becoming” (Zukommen) we conducted two experiments focused on two utilitarian brands and manipulating past and present narrations (three scenarios). Because a resurrected utilitarian brand implicitly refers to both an authentic “there-being” and to the usefulness of the product/service, the results show that the single use of high present narration triggers more positive consumer reactions than the single use of high past narration. In parallel, the mix of past and present narrations generates more positive brand reactions than the single use of high present narration or the single use of high past narration. Moreover, the present research suggests that in order to explain consumers' reactions towards utilitarian brand resurrections, managers should ensure the brand credibility, since it is a stronger lever than brand nostalgia.