A cura di Giada Mainolfi
This study focuses on the proposal and testing of a brand heritage image scale (BHI), defined as the system of beliefs and opinions connected to the heritage of a brand. The scale development process has been conducted through three phases: a) an item generation stage based on a content analysis of the web communication of brand heritage carried out by top 30 luxury holdings (Deloitte, 2018); b) an item purification stage, including an exploratory factor analysis (EFA) based on a survey on the perception of brand heritage of 3 luxury brands; c) an item validation stage, encompassing a confirmatory factor analysis (CFA) of the measurement scales identified in the exploratory step. Results identified a total of 4 factors and 14 items underlying the brand heritage image of a brand.
Keywords: brand heritage, brand image, scale development, luxury brands.