Heritage brands stand for longevity and authenticity, as proof that the core values and performance of the given products are reliable. Focusing on the market for luxury goods where the origin and heritage of a brand is something that consumers are increasingly aware of, the aim of the present study is to analyze the value drivers and outcomes of brand heritage and luxury brand perception. The empirical results show significant effects of brand heritage and luxury brand perception on customer perceived value related to the given brand.
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