Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Journal of Business Research Année : 2022

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

Géraldine Michel

Résumé

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.
Fichier non déposé

Dates et versions

hal-03777164 , version 1 (14-09-2022)

Identifiants

Citer

Johanna Volpert, Géraldine Michel. Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands. Journal of Business Research, 2022, 153, pp.479-493. ⟨10.1016/j.jbusres.2022.08.016⟩. ⟨hal-03777164⟩

Collections

IAEPARIS KEDGE-BS
52 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More