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Goodbye Heritage, Hello Stranger

Ekvall, David LU and Carlsson Ramirez, Camilo LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This study explores consumer perceptions of heritage brands following a revolutionary rebrand, with a focus on adapting the Consumer Perceived Value (CPV) theory. Building on Wuestefeld et al.’s (2012) framework, the research incorporates the disruptive nature of revolutionary rebranding to extend the theoretical understanding of CPV in a heritage branding context. Guided by a relativist ontology and social constructionist epistemology, the study uses qualitative methods, drawing on semi-structured interviews analyzed through thematic analysis. The findings highlight five key insights: (1) retaining elements of heritage is crucial during rebranding, (2) loss of heritage weakens emotional attachment, (3) clear communication of improvements... (More)
This study explores consumer perceptions of heritage brands following a revolutionary rebrand, with a focus on adapting the Consumer Perceived Value (CPV) theory. Building on Wuestefeld et al.’s (2012) framework, the research incorporates the disruptive nature of revolutionary rebranding to extend the theoretical understanding of CPV in a heritage branding context. Guided by a relativist ontology and social constructionist epistemology, the study uses qualitative methods, drawing on semi-structured interviews analyzed through thematic analysis. The findings highlight five key insights: (1) retaining elements of heritage is crucial during rebranding, (2) loss of heritage weakens emotional attachment, (3) clear communication of improvements post-rebrand is essential, (4) economic value is shaped by the coherence of tangible and intangible brand elements, and (5) revolutionary rebrands may reduce perceived social status. These results offer practical guidance for brand managers considering major brand transformations, emphasizing the importance of preserving heritage elements. Additionally, the study presents an adapted CPV framework as a useful tool for assessing consumer responses to rebranding initiatives. (Less)
Please use this url to cite or link to this publication:
author
Ekvall, David LU and Carlsson Ramirez, Camilo LU
supervisor
organization
alternative title
A Qualitative Study Exploring Consumer Perceptions of Heritage Brands Following a Revolutionary Rebrand
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand heritage, Heritage brands, Revolutionary rebranding, Rebranding, Consumer perception, Consumer Perceived Value Theory, Jaguar
language
English
id
9206778
date added to LUP
2025-06-30 15:39:23
date last changed
2025-06-30 15:39:23
@misc{9206778,
  abstract     = {{This study explores consumer perceptions of heritage brands following a revolutionary rebrand, with a focus on adapting the Consumer Perceived Value (CPV) theory. Building on Wuestefeld et al.’s (2012) framework, the research incorporates the disruptive nature of revolutionary rebranding to extend the theoretical understanding of CPV in a heritage branding context. Guided by a relativist ontology and social constructionist epistemology, the study uses qualitative methods, drawing on semi-structured interviews analyzed through thematic analysis. The findings highlight five key insights: (1) retaining elements of heritage is crucial during rebranding, (2) loss of heritage weakens emotional attachment, (3) clear communication of improvements post-rebrand is essential, (4) economic value is shaped by the coherence of tangible and intangible brand elements, and (5) revolutionary rebrands may reduce perceived social status. These results offer practical guidance for brand managers considering major brand transformations, emphasizing the importance of preserving heritage elements. Additionally, the study presents an adapted CPV framework as a useful tool for assessing consumer responses to rebranding initiatives.}},
  author       = {{Ekvall, David and Carlsson Ramirez, Camilo}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Goodbye Heritage, Hello Stranger}},
  year         = {{2025}},
}