Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry - Archive ouverte HAL Access content directly
Journal Articles Journal of Retailing and Consumer Services Year : 2015

Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry

(1) ,
1

Abstract

We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand's identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We show how managers sacralize a store's heritage to nurture the value proposition of the brand. Our analysis yields new insights into retailing, introducing the concept of the heritage store and emphasizing its sacralizalization. We outline the implications for retail marketing in developing and maintaining the sacralization of heritage stores.
Not file

Dates and versions

halshs-02023399 , version 1 (18-02-2019)

Identifiers

  • HAL Id : halshs-02023399 , version 1

Cite

Delphine Dion, Stéphane Borraz. Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry. Journal of Retailing and Consumer Services, 2015, 22, pp.77-84. ⟨halshs-02023399⟩
51 View
0 Download

Share

Gmail Facebook Twitter LinkedIn More