Brand Heritage - interview with Fabien Pecot
Resumen
Interview with Fabien Pecot by Suzane Strehlau (MPCC and PPGA/ESPM)
The interview was held on February 5, 2020 at ESPM, São Paulo, Brazil.
Fabien Pecot is a Lecturer in Marketing at the University of York (UK). He joined York after completing his Ph.D. from Aix-Marseille Graduate School of Management IAE in 2016. His research interests focus on brands’ representations of the past and more particularly on the concept of brand heritage. Fabien was invited as a visiting scholar at ESPM in February 2020.
Citas
Balmer, J. M., & Burghausen, M. (2019). Marketing, the past and corporate heritage. Marketing Theory, 19(2), 217-227.
Burghausen, M., & Balmer, J. M. (2014). Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity. Journal of Business Research, 67(11), 2311-2323.
Burghausen, M., & Balmer, J. M. (2015). Corporate heritage identity stewardship: A corporate marketing perspective. European Journal of Marketing.
Hakala, U., Lätti, S., & Sandberg, B. (2011). Operationalising brand heritage and cultural heritage. Journal of product and brand management, 20(6), 447-456.
Hudson, B. T. (2011). Brand heritage and the renaissance of Cunard. European Journal of Marketing.
Merchant, A., & Rose, G. M. (2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66(12), 2619-2625.
Orth, U. R., Rose, G. M., & Merchant, A. (2019). Preservation, rejuvenation, or confusion? Changing package designs for heritage brands. Psychology & Marketing, 36(9), 831-843.
Pecot, F. (2016). Consumers’ responses to brand heritage: cognitive and affective paths (Doctoral dissertation, Aix-Marseille).
Pecot, F., & De Barnier, V. (2017). Brand heritage: The past in the service of brand management. Recherche et applications en marketing (English Edition), 32(4), 72-90.
Pecot, F., & de Barnier, V. (2017). Corporate Heritage or Corporate Inheritance in Balmer (Ed.) Foundations of Corporate Heritage (302-314), London: Routledge.
Pecot, F., & De Barnier, V. (2018). Brands using historical references: a consumers’ perspective. Journal of Brand Management, 25(2), 171-184.
Pecot, F., Merchant, A., Valette-Florence, P., & De Barnier, V. (2018). Cognitive outcomes of brand heritage: A signaling perspective. Journal of Business Research, 85, 304-316.
Pecot, F., Valette-Florence, P., & De Barnier, V. (2019). Brand heritage as a temporal perception: conceptualisation, measure and consequences. Journal of Marketing Management, 35(17-18),
-1643.
Pizzi, G., & Scarpi, D. (2019). The year of establishment effect on brand heritage and attitudes. Journal of Consumer Marketing.
Rose, G. M., Merchant, A., Orth, U. R., & Horstmann, F. (2016). Emphasizing brand heritage: Does it work? And how?. Journal of Business Research, 69(2), 936-943.
Urde, M., Greyser, S. A., & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 15(1), 4-19.
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Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
