The curse of the original: How and when heritage branding reduces consumer evaluations of enhanced products
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...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2021
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| Subjects: | |
| 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 |
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| Institution: | Singapore Management University |
| Language: | English |