Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry |
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Affiliation: | 1. Yonsei University, Department of Clothing and Textiles, College of Human Ecology, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea;2. Curtin University, School of Marketing, Kent St, Bentley, WA 6102, Australia;3. University of Florence, Department of Sciences for Economics and Business, Via the Pandects, 32 50127 Florence, Italy |
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Abstract: | We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand׳s identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We show how managers sacralize a store׳s heritage to nurture the value proposition of the brand. Our analysis yields new insights into retailing, introducing the concept of the heritage store and emphasizing its sacralizalization. We outline the implications for retail marketing in developing and maintaining the sacralization of heritage stores. |
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Keywords: | Heritage brand Heritage store Luxury Sacralization Myth Ritual |
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