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• W1993621518 abstract "Purpose Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is necessary to know how strong it and the target country's cultural heritage are. Accordingly, the aim of the study is to construct a pioneering operationalisation of both brand and cultural heritage. Design/methodology/approach The study begins with a discussion on the focal concepts. Definitions are proposed and suggestions for operationalisation put forward. Thereafter, the concepts are applied in an analysis of brand heritage in different countries. Findings It is suggested that brand heritage is a mixture of the history as well as the consistency and continuity of core values, product brands, and visual symbols. A country's cultural heritage could be conceived of as homogeneity and endurance. Research limitations/implications The preliminary operationalisation of the concept needs to be further tested. Nevertheless, the clarification and suggestions offered here should open up opportunities for further research. Practical implications The exploitation of brand heritage in international markets is likely to be further accentuated. The operationalisations generated are easy for practitioners to apply, enabling companies to better evaluate what brand heritage means for them and to effectively plan its use in an international setting. Originality/value To the authors' knowledge, this study is the first to suggest operationalisations of brand heritage and cultural heritage." @default.
• W1993621518 created "2016-06-24" @default.
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• W1993621518 date "2011-09-20" @default.
• W1993621518 modified "2023-10-11" @default.
• W1993621518 title "Operationalising brand heritage and cultural heritage" @default.
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• W1993621518 doi "https://doi.org/10.1108/10610421111166595" @default.
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