When the arts inspire businesses: Museums as a heritage redefinition tool of brands - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Journal of Business Research Année : 2018

When the arts inspire businesses: Museums as a heritage redefinition tool of brands

Résumé

While the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologies within a museum, brands can capture heritage functions, and thus no longer fully rests in a market logic: the brand becomes a sacred and inalienable common good.
Fichier principal
Vignette du fichier
JBR_Chaney_ Pulh_Mencarelli_2017.pdf (151.66 Ko) Télécharger le fichier
Origine : Fichiers produits par l'(les) auteur(s)
Loading...

Dates et versions

hal-01698405 , version 1 (01-02-2018)

Identifiants

Citer

Damien Chaney, Mathilde Pulh, Rémi Mencarelli. When the arts inspire businesses: Museums as a heritage redefinition tool of brands. Journal of Business Research, 2018, 85 (452-458), ⟨10.1016/j.jbusres.2017.10.023⟩. ⟨hal-01698405⟩
451 Consultations
1503 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More