The curse of the original: How and when heritage branding reduces consumer evaluations of enhanced products

• Main Authors: HAN, Minju, NEWMAN, George E., SMITH, Rosanna K., DHAR, Ravi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: authenticity; heritage branding; product change management; product enhancements; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7281; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8280/viewcontent/Minju_Han_JCR_Heritage_av.pdf
• Institution: Singapore Management University

Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—ev...