When Heritage Branding Limits Innovation

• In Event: 7.6 The Essence Conveyed by Origins, Creators and Products: How Consumers Perceive Value

Short Abstract

While prior work has identified the benefits of highlighting a product’s history on valuation, this article explores a cost of heritage branding. We find that functionally enhancing a heritage-branded product may lower its value due to consumers viewing the product as deviating from its origins, which subsequently decreases its authenticity.

Authors

• Rosanna Smith, University of Georgia, USA

• Minju Han, Yale University, USA

• George Newman, Yale University, USA

• Ravi Dhar, Yale University, USA