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.
Domaines
Sciences de l'Homme et Société
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2023 OMNITEMPORALITY JBM Pedro Mir Bernal , Fabien Pecot , Bradford Hudson , Virginie de Barnier.pdf (1.04 Mo)
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