Brand heritage and the renaissance of Cunard

Purpose - Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. The aim of this paper is to illustrate and validate this concept.Design methodology ap...

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Veröffentlicht in:	European journal of marketing 2011-09, Vol.45 (9/10), p.1538-1556
1. Verfasser:	Hudson, Bradford T
Format:	Artikel
Sprache:	eng
Schlagworte:	Archives & records Brand management Brands Case studies Corporate identity Cultural tourism Design Executives Field study Historical analysis History Market strategy Marketing Research methodology
Online-Zugang:	Volltext
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