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Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis

Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864.Design/methodology/approachThis empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework.FindingsThis study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits.Practical implicationsThe discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success.Originality/valueThis is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1352-2752
DOI
10.1108/qmr-03-2018-0039
Publisher site
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Abstract

This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864.Design/methodology/approachThis empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework.FindingsThis study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits.Practical implicationsThe discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success.Originality/valueThis is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

Journal

Qualitative Market Research: An International Journal – Emerald Publishing

Published: Oct 14, 2020

Keywords: Corporate heritage; Brand traits; John Lewis; Corporate heritage brand identity; Retail

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