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@article{200119,
        author = {Sanjana R and Adrian Mark Lyngwa Kamei and Prashanth Cherian Kochuveetil},
        title = {Consumer Perceptions of Brand Heritage and Luxury: A Quantitative Study of Burberry},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {246-252},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200119},
        abstract = {This paper examines the relationship between perceived brand heritage and perceived luxury, focusing on how consumers evaluate Burberry following its 2023 strategic repositioning toward craftsmanship and British identity. A positivist, quantitative, and correlational research design is adopted. Data were collected through a cross-sectional online survey using convenience sampling (n = 68 valid responses). Perceived brand heritage and luxury were measured using the Brand Heritage Scale (BHS) and Brand Luxury Index (BLI). Spearman''s rank correlation was used to test the hypothesised relationship. The results indicate a statistically significant positive relationship between perceived brand heritage and perceived luxury (rho = 0.483, p < 0.001). This suggests that stronger perceptions of heritage are associated with higher luxury evaluations, confirming heritage as a key driver of perceived brand value. The study is limited by a small, convenience-based sample predominantly aged 25-30, restricting generalisability. Future research should examine broader demographics and compare heritage effects across cultural and branding contexts. The findings suggest that luxury brand managers should integrate heritage cues such as craftsmanship, historical narratives, and symbolic elements across communication and design to enhance perceived luxury and consumer trust. This study provides empirical evidence of brand heritage as a measurable determinant of luxury perception within a contemporary rebranding context, contributing to the understanding of heritage as both a signalling mechanism and a symbolic resource in modern luxury branding.},
        keywords = {Brand equity, Brand heritage, Burberry, Consumer perception, Luxury branding, Luxury perception, Signalling theory.},
        month = {May},
        }