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2020
- handle: 10670/1.fk8pok
- hal: hal-02380341
- doi: 10.1080/0267257X.2019.1692057
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info:eu-repo/semantics/altIdentifier/doi/10.1080/0267257X.2019.1692057
info:eu-repo/semantics/OpenAccess
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Rémi Mencarelli et al., « Consumers' brand heritage experience: between acceptance and resistance », HAL-SHS : droit et gestion, ID : 10.1080/0267257X.2019.1692057
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The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights its acceptance by a majority of visitors as a real heritage experience since they give scientific, authentic and aesthetic values to the industrial and commercial features of the brand. However, some visitors do not accept – partially or totally – the brand as part of the heritage corpus insofar as they exhibit scepticism or even reject the experience.