THE EFFECT OF BRAND HERITAGE ON CONSUMER-BRAND RELATIONSHIPS

FRIZZO, FRANCIELLE; KORELO, JOSÉ CARLOS; PRADO, PAULO HENRIQUE MÜLLER

doi:10.1590/S0034-759020180502

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ARTICLES • Rev. adm. empres. 58 (5) • Sep-Oct 2018 • https://doi.org/10.1590/S0034-759020180502 copy

THE EFFECT OF BRAND HERITAGE ON CONSUMER-BRAND RELATIONSHIPS

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Heritage is a brand value proposition that provides a unique basis for building and maintaining strong relationships with consumers. Seeking to understand how this strategic resource influences the relations between consumers and brands, this study aims to examine brand heritage as a determinant of self-reinforcing elements (enticing, enabling, and enriching the self). A survey was carried out with 309 Brazilian and American consumers to test the proposed relationships. Based on a structural equation model, the results demonstrated that consumers process the characteristics related to brand heritage through the three self-reinforcing elements, but their overall effect on self-brand connection occurs only through the sensory and aesthetic pleasure that the brand offers (enticing the self). The study also presents academic and managerial implications and makes recommendations for future research.

KEYWORDS:
Consumer-brand relationships; brand heritage; self-reinforcing elements; enticing the self; self-brand connection

Indicators	Stand.Loading	α	CR	AVE
Brand Heritage		0.778	0.786	0.483
I think this brand offers continuity over time	0.632 ^* * p <0.001
This brand reflects a sense of tradition	0.779 ^* * p <0.001
This brand reinforces and builds on heritage	0.771 ^* * p <0.001
This brand reflects a timeless design	0.577 ^* * p <0.001
Enticing the Self		0.853	0.857	0.666
To what extent is this brand attractive to you?	0.834 ^* * p <0.001
To what extent is this brand appealing to you?	0.829 ^* * p <0.001
To what extent is this brand pleasing to your senses?	0.784 ^* * p <0.001
Enabling the Self		0.811	0.816	0.691
To what extent does this brand help how you manage problems in your daily life?	0.763 ^* * p <0.001
To what extent does this brand enable you to deal with problems confidently?	0.894 ^* * p <0.001
Enriching the Self		0.858	0.861	0.673
To what extent does this brand represent who you are as a person?	0.829 ^* * p <0.001
To what extent does this brand express who you want to be?	0.843 ^* * p <0.001
To what extent does this brand reinforce your values?	0.789 ^* * p <0.001
Self-Brand Connection		0.797	0.807	0.677
Brand X is far away from me and who I am/Brand X is very close to me and who I am	0.841 ^* * p <0.001
I am personally disconnected from Brand X/I am personally connected with brand X	0.804 ^* * p <0.001

		Average	SD	1	2	3	4	5
1	Brand heritage	5.05	1.25	0.695
2	Enticing the self	5.55	1.30	0.349 ^ p<0.001	0.816
3	Enabling the self	3.65	1.81	0.215 ^* * p<0.05	0.340 ^ p<0.001	0.831
4	Enriching the self	4.45	1.53	0.443 ^ p<0.001	0.637 ^ p<0.001	0.581 ^ p<0.001	0.821
5	Self-brand connection	5.21	1.44	0.410 ^ p<0.001	0.578 ^ p<0.001	0.290 ^ p<0.001	0.444 ^ p<0.001	0.823

Paths of Regression	Standardized Coefficients (γ)
Brand Heritage	Self-brand connection	0.27 ^* * p <0.05
Brand Heritage	Enticing the self	0.48 ^ p <0.001
Brand Heritage	Enticing the self	0.35 ^ p <0.001
Brand Heritage	Enticing the self	0.56 ^ p <0.001
Enticing the self	Self-brand connection	0.42 ^ p <0.001
Enticing the self	Self-brand connection	0.04
Enticing the self	Self-brand connection	0.04

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[1] francielle.frizzo@gmail.com