Purpose – The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to...

Purpose – This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage‐based corporate identities and brands. Design/methodology/approach – The...

Purpose – This paper seeks to explore whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. Design/methodology/approach – A research model with three hypotheses was created and tested through linear...

Purpose – This paper aims to explore how organizational actors make reference to history and how they use historical reference purposefully in order to affect strategy‐making. Design/methodology/approach – The paper draws on in‐depth case studies on two Swedish MNCs. Data have been...