A4 Vertaisarvioitu artikkeli konferenssijulkaisussa
Building corporate brand heritage: towards an operationalisation of the concept
Tekijät: Ulla Hakala, Barbara Mueller
Toimittaja: Vesna Žabkar, Urša Golob, Mateja Kos Koklič, Tomaž Kolar, Klement Podnar
Konferenssin vakiintunut nimi: International conference on research in advertising
Kustannuspaikka: Ljubljana
Julkaisuvuosi: 2016
Kokoomateoksen nimi: Challenges in an age of (dis)engagement
Aloitussivu: 234
Lopetussivu: 240
ISBN: 978-961-240-306-5
Rinnakkaistallenteen osoite: 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. !
Ladattava julkaisu This is an electronic reprint of the original article. |  |
