| Abstract: |
The consequences of the heritage experience in brand museums on the
consumer-brand relationship Purpose-This article investigates the consequences
of the heritage experience in brand museums on the consumer-brand
relationship. By highlighting its heritage within a museum, the brand proposes
a specific experience that deserves attention because it is based on memory
and communal identity, thus creating or strengthening a relationship with
consumers. Design/methodology/approach-Ethnographic case studies were
conducted through direct observation and extensive interviews with 72 visitors
at two brand museums, the Fallot Mustard Mill and the House of the Laughing
Cow. Findings-The results highlight the emergence / strengthening of the
relationship between consumers and the brand through the development of
intimacy with the brand and the emergence of supportive behaviors toward the
brand in the form of commercial support, ambassadorship, and volunteering.
Research implications-By characterizing and articulating the different
relational consequences of visiting a brand museum, this research contributes
to the literature dedicated to heritage experiences in consumption contexts
and to the literature dedicated to consumer-brand relationship in
servicescapes. Practical implications-The study shows the necessity of
grounding "heritage" in the physical setting of the brand museum to create a
meaningful experience for visitors and, in turn, a deep relationship. Managers
should treat brand museums as a relational tool in the marketing strategy of
the brand and approach them from the perspective of long-term profitability.
Originality/value-While the literature has examined the spectacular and
aesthetic experiences brand museums offer, this study is the first to
characterize the heritage experience and to document its consequences in terms
of the consumer-brand relationship. |