Publication Type

Journal Article

Version

acceptedVersion

Publication Date

12-2021

Abstract

Heritage branding is a common marketing strategy that has been shown to increase product appeal. Here, we find that certain forms of heritage branding can also have potentially negative consequences by leading consumers to react negatively to changes made to the brand’s original, flagship product—even if those changes objectively improve it. We demonstrate that when firms engage in heritage branding that emphasizes a brand’s longevity, consumers evaluate enhanced products less favorably than the original versions of those same products due to decreased perceptions of continuity authenticity. We demonstrate this effect across a variety of product domains (e.g., cosmetics, cookware, and food products), using online experiments as well as in-person product trials. Moreover, we provide a framework that distinguishes between types of heritage branding cues that lead to negative evaluations of enhanced products versus those that do not. Finally, beyond identifying an important boundary condition based on specific aspects of heritage branding, we further show how the negative evaluations of enhanced products can be attenuated if brands reframe product changes as continuous with the brand’s origins. Together, these studies contribute to existing theory regarding heritage branding and authenticity, while also providing a number of practical recommendations for heritage brands.

Keywords

authenticity, heritage branding, product change management, product enhancements

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Consumer Research

Volume

48

Issue

4

First Page

709

Last Page

730

ISSN

0093-5301

Identifier

10.1093/jcr/ucab028

Publisher

Oxford University Press

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1093/jcr/ucab028

Download

Share

COinS