Paek, Wonsun; Ryu, Hyerin; Jun, Sunkyu - In: Journal of Product & Brand Management 30 (2020) 7, pp. 1062-1073
Purpose: The purpose of this study is to show that a corporate brand with a long history coupled with relevance to the present obtains heritage-based value in society and the second aim is to examine a boundary condition in which the heritage-based value of a corporate brand increases the...
