Skip to Main content Skip to Navigation
Journal articles

Cognitive outcomes of brand heritage: A signaling perspective

Abstract : This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity. The results show that brand heritage enhances perceived brand quality and commands a price premium for established companies (Study 1) as well as companies penetrating a new market (Study 2). It also outlines the moderating effect of the familiarity that consumers have with the company, and consumers’ past time orientation. Theoretical and managerial implications are also discussed.
Document type :
Journal articles
Complete list of metadata

Cited literature [80 references]  Display  Hide  Download
Contributor : Pauline TESIO Connect in order to contact the contributor
Submitted on : Friday, May 3, 2019 - 6:52:59 AM
Last modification on : Monday, February 21, 2022 - 5:04:03 PM
Long-term archiving on: : Monday, September 30, 2019 - 7:57:14 PM


Cognitive Outcomes of Brand He...
Files produced by the author(s)




Fabien Pecot, Altaf Merchant, Pierre Valette-Florence, Virginie de Barnier. Cognitive outcomes of brand heritage: A signaling perspective. Journal of Business Research, Elsevier, 2018, 85, pp.304 - 316. ⟨10.1016/j.jbusres.2018.01.016⟩. ⟨hal-01831914⟩



Record views


Files downloads