A4 Refereed article in a conference publication
Building corporate brand heritage: towards an operationalisation of the concept
Authors: Ulla Hakala, Barbara Mueller
Editors: Vesna Žabkar, Urša Golob, Mateja Kos Koklič, Tomaž Kolar, Klement Podnar
Conference name: International conference on research in advertising
Publishing place: Ljubljana
Publication year: 2016
Book title : Challenges in an age of (dis)engagement
First page : 234
Last page: 240
ISBN: 978-961-240-306-5
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/3081300
The importance of heritage to a brand’s worth has increasingly been noted by marketing scholars.
Thus, the ability to understand and measure corporate brand heritage is essential. A number of
studies have been conducted related to this concept, but no previous research has suggested a
means of operationalizing it. Based on the existing literature, as well as insights from brand
managers, this paper outlines an initial framework for the operationalisation of corporate brand
heritage. The conceptualisation presented here – comprising four components: history, core values,
symbols and vision – will further our understanding of brand heritage, and thereby enhance future
empirical investigations on the topic. !
Downloadable publication This is an electronic reprint of the original article. |  |
