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Brand heritage advertising can boost attitudes about a historic brand’s authenticity, with legacy scenarios and logos positively affecting purchase intention and trust. But a new study has found that heritage advertising can also distance the consumer from the brand—specifically reducing its uniqueness and thus people’s willingness to pay more—unless it actively engages the consumer.
Daniele Scarpi (email@example.com) is an associate professor of marketing in the department of management at the University of Bologna, Italy. His research interests are in consumer behavior, decision making and retailing.