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Article Dans Une Revue Journal of Brand Management Année : 2023

Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction

Résumé

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a younger corporate brand appropriates an older product brand’s heritage. Results contribute to a better understanding of the induction of omni-temporality, and of the development of a corporate heritage brand. They pave the way for a meritocratic view of corporate heritage as a status that can be acquired through managerial work.
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Dates et versions

hal-04313126 , version 1 (08-02-2024)

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Pedro Mir Bernal, Fabien Pecot, Bradford Hudson, Virginie de Barnier. Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction. Journal of Brand Management, 2023, 30 (2), pp.144-156. ⟨10.1057/s41262-022-00303-8⟩. ⟨hal-04313126⟩
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