Place as a nexus for corporate heritage identity: An international study of family-owned wineries
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DOI: 10.1016/j.jbusres.2019.05.024
Abstract: Abstract This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six… read more here.
Keywords: corporate heritage; heritage identity; place; heritage ... See more keywords
What makes a corporate heritage brand authentic for consumers? A semiotic approach
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DOI: 10.1057/s41262-021-00243-9
Abstract: In this article, the purpose is to develop a consumer-focused understanding of authenticity within corporate heritage research. Our research question is as follows: “What makes a corporate heritage brand authentic for consumers?” We employ Peirce’s… read more here.
Keywords: heritage; corporate heritage; heritage brand; brand authentic ... See more keywords