Drivers and Outcomes of Brand Heritage: Consumers' Perception of Heritage Brands in the Automotive Industry

Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares-based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.