Blending the past and present: why and when brand revitalization and retro branding strategies are effective in heritage branding

Purpose This study aims to investigate whether corporate heritage brands can employ brand revitalization or retro branding strategies to enhance consumer attitudes and purchases. It also assessed whether the effects of these strategies vary among heritage brands with distinct personalities (sincerity versus excitement) or different levels of product involvement. Design/methodology/approach Three studies with different research designs and culture contexts were conducted. In Study 1, experiments with a hypothetical brand in Taiwan were performed. Study 2 collected data from US consumers using actual brands and replicated the findings of Study 1. Study 3 involved a field experiment with actual heritage brands that had used brand revitalization or retro branding strategies, during which actual purchase data from consumers was collected. Findings The findings across these studies revealed that: (1) brand revitalization increases customer attitudes and purchases via perceived brand value, with these indirect effects being more pronounced for exciting brands or products with high involvement; (2) retro branding increases customer attitudes and purchases via enhanced brand identification, with these indirect effects being more effective for sincere brands or products with low involvement. Research limitations/implications This present study not only clarified the affective and cognitive mechanisms that link brand revitalization and retro branding strategies to consumer attitudes and purchases, but also identified brand personality and product involvement as critical boundary conditions of these effects. Practical implications By systematically investigating the effects of brand- and product-related moderators, the approach also offers practical recommendations on when heritage brands should opt for brand revitalization or retro branding strategies to align with their brand and product characteristics Originality/value This present study not only clarified the affective and cognitive mechanisms that link brand revitalization and retro branding strategies to consumer attitudes and purchases, but also identified brand personality and product involvement as critical boundary conditions of these effects. These insights contribute useful theoretical knowledge to the heritage branding literature and provide practical guidance for marketers.