Corporate heritage brands, augmented role identity and customer satisfaction

摘要: Purpose The study aims to explore customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669). This paper examines multiple role identities of and, particular, enduring imperial identity (role identity) brand. The whether brand’s associations are still meaningful. Design/methodology/approach A indicative, survey-based case methodology undertaken with customers informs this research. Findings TRT’s moreover, its were salient terms satisfaction. TRT’s augmented not only was highly but also, meaningfully enhanced organisation’s reputation satisfaction. Research limitations/implication This lends further support for utility notion heritage/corporate brands and particular saliency theoretical within marketing field. Practical implication Corporate managers should be appraised which meaningful customers. At a practical level, senior organisations accorded importance additional P Provenance apropos mix. Social implication At time, when China is reappraising relationship past – including (of much has been destroyed) paper’s focus on unsurpassed pertinent propitious. Seemingly, association provides living tangible link China’s long momentous provenance erstwhile polity. In short, part patrimony enjoys unique place regard. Originality/value This one first empirical studies examining entity. marks new ground from perspectives identity. It believed that consider pharmaceutical sector considering legacy an extant, successful high profile-Chinese