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

Sammour, Ammar and Chen, W. and Balmer, J. (2020) Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis. Qualitative Market Research: An International Journal 23 (3), pp. 447-470. ISSN 1352-2752.

Abstract

Purpose: This paper studies 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/approach: This empirical study has adopted a theory building case study using qualitative data. It utilises semi-structured interviews that were organised and managed by John Lewis heritage centre in Cookham. Fourteen participants were involved in this study. The analysis of data was analysed using Nvivo.11 Software to set the main themes and codes for this study framework. Findings: This 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 implications: The 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/value: This 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. Keyword: corporate heritage, brand traits, John Lewis, corporate heritage brand identity, retail. Paper type: Research paper

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