Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants

Ronald M. Rivas; David J. Mayorga

Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Original language	English
Title of host publication	Light in the Darkness
Subtitle of host publication	Marketing’s Role in Driving Positive Change
Editors	Andrea Godfrey Flynn, Ravi Prakash Mehta, Cinthia Satornino
Place of Publication	Chicago
Publisher	American Marketing Association
Pages	240-254
Volume	33
ISBN (Print)	978-0-87757-014-1
State	Published - 2022
Event	2022 AMA Summer Academic Conference - AMA, Chicago, United States Duration: 9 Aug 2022 → 14 Aug 2022 https://www.ama.org/wp-content/uploads/2022/08/Program-Front-Summer-AMA.pptx-1-merged-2.pdf

Conference

Conference	2022 AMA Summer Academic Conference
Country/Territory	United States
City	Chicago
Period	9/08/22 → 14/08/22
Internet address	https://www.ama.org/wp-content/uploads/2022/08/Program-Front-Summer-AMA.pptx-1-merged-2.pdf

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

https://www.ama.org/wp-content/uploads/2022/09/Summer-AMA-cover-and-front-matter-corrected-merged-1.pdf

Cite this

Rivas, R. M., & Mayorga, D. J. (2022). Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants. In A. Godfrey Flynn, R. Prakash Mehta, & C. Satornino (Eds.), Light in the Darkness: Marketing’s Role in Driving Positive Change (Vol. 33, pp. 240-254). American Marketing Association. https://www.ama.org/wp-content/uploads/2022/09/Summer-AMA-cover-and-front-matter-corrected-merged-1.pdf

@inproceedings{c1e877f6c1ba421cb740392ec61b7bd8,

title = "Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants",

author = "Rivas, {Ronald M.} and Mayorga, {David J.}",

year = "2022",

language = "English",

isbn = "978-0-87757-014-1",

volume = "33",

pages = "240--254",

editor = "{Godfrey Flynn}, {Andrea } and {Prakash Mehta}, {Ravi } and Cinthia Satornino",

booktitle = "Light in the Darkness",

publisher = "American Marketing Association",

address = "United States",

note = "2022 AMA Summer Academic Conference ; Conference date: 09-08-2022 Through 14-08-2022",

url = "https://www.ama.org/wp-content/uploads/2022/08/Program-Front-Summer-AMA.pptx-1-merged-2.pdf",

}

Rivas, RM & Mayorga, DJ 2022, Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants. in A Godfrey Flynn, R Prakash Mehta & C Satornino (eds), Light in the Darkness: Marketing’s Role in Driving Positive Change. vol. 33, American Marketing Association, Chicago, pp. 240-254, 2022 AMA Summer Academic Conference, Chicago, United States, 9/08/22. <https://www.ama.org/wp-content/uploads/2022/09/Summer-AMA-cover-and-front-matter-corrected-merged-1.pdf>

Corporate brand heritage during Covid-19: advantages of conservative and innovative brand heritage in restaurants. / Rivas, Ronald M.; Mayorga, David J.
Light in the Darkness: Marketing’s Role in Driving Positive Change. ed. / Andrea Godfrey Flynn; Ravi Prakash Mehta; Cinthia Satornino. Vol. 33 Chicago: American Marketing Association, 2022. p. 240-254.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Corporate brand heritage during Covid-19

T2 - 2022 AMA Summer Academic Conference

AU - Rivas, Ronald M.

AU - Mayorga, David J.

PY - 2022

Y1 - 2022

M3 - Conference contribution

SN - 978-0-87757-014-1

VL - 33

SP - 240

EP - 254

BT - Light in the Darkness

A2 - Godfrey Flynn, Andrea

A2 - Prakash Mehta, Ravi

A2 - Satornino, Cinthia

PB - American Marketing Association

CY - Chicago

Y2 - 9 August 2022 through 14 August 2022

ER -