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Journal Articles Journal of Marketing Management Year : 2020

Consumers' brand heritage experience: between acceptance and resistance


The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights its acceptance by a majority of visitors as a real heritage experience since they give scientific, authentic and aesthetic values to the industrial and commercial features of the brand. However, some visitors do not accept – partially or totally – the brand as part of the heritage corpus insofar as they exhibit scepticism or even reject the experience.
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hal-02380341 , version 1 (26-11-2019)



Rémi Mencarelli, Damien Chaney, Mathilde Pulh. Consumers' brand heritage experience: between acceptance and resistance. Journal of Marketing Management, 2020, 36 (1-2), pp.30-50. ⟨10.1080/0267257X.2019.1692057⟩. ⟨hal-02380341⟩
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