Salvatore Ferragamo: An Italian heritage brand and its museum
Salvatore Ferragamo: An Italian heritage brand and its museum
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Salvatore Ferragamo：意大利传统品牌及其博物馆
DOI：
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发表时间：
2017
期刊：
影响因子：
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通讯作者：
F. Izzo
中科院分区：
文献类型：
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作者：
F. Iannone;F. Izzo
本文探讨了意大利著名时尚品牌 Salvatore Ferragamo 的案例，该品牌利用企业博物馆作为“身份媒介”来表达其企业和传统品牌价值。本文通过将 Urde、Greyser 和 Balmer (2007) 实施的遗产商模型与有关遗产品牌和企业形象的文献相结合，采用叙事方法来分析 Salvatore Ferragamo 的企业品牌形象及其通过位于佛罗伦萨的 Salvatore Ferragamo 博物馆的表达方式。从方法论的角度来看，实地考察是基于观察、对经理和访客的半结构化访谈以及二手数据分析的结合。结果表明，企业博物馆是传达与品牌遗产相关的集体记忆的社会建构形式的理想场所。此外，萨尔瓦托·菲拉格慕博物馆还能够表达一系列与意大利制造文化身份相关的价值观，有助于增强品牌的真实性和可信度。本文最后讨论了对学术文献的贡献以及相关的管理意义。
This paper explores the case of Salvatore Ferragamo, a famous Italian fashion brand that uses a corporate museum as an “identity medium” to express its corporate and heritage brand values. By integrating the heritage quotient model implemented by Urde, Greyser, and Balmer (2007) with literature on heritage brand and corporate identity, this paper adopts a narrative approach in order to analyze the corporate brand identity of Salvatore Ferragamo and the way it is expressed through the Salvatore Ferragamo Museum located in Florence. From a methodological perspective, the fieldwork is based on a mix of observation, semi-structured interviews to managers and visitors, and analysis of secondary data. Results show that the corporate museum represents an ideal place to communicate the socially constructed forms of collective memory related to the brand heritage. Moreover, the Salvatore Ferragamo Museum is also able to express a set of values connected to the cultural identity of Made in Italy that contribute to enforce the authenticity and credibility of the brand. The paper concludes with discussion of contribution to the academic literature and of related managerial implications.