Pulh, Mathilde; Mencarelli, Rémi; Chaney, Damien - In: European Journal of Marketing 53 (2019) 10, pp. 2193-2212
Purpose: This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal...