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The Influence of Nostalgia on Brands /

Gonzalez Cavazos, Beatriz Adriana,

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The Influence of Nostalgia on Brands /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Influence of Nostalgia on Brands // Beatriz Adriana Gonzalez Cavazos.
作者:	Gonzalez Cavazos, Beatriz Adriana,
面頁冊數:	1 electronic resource (128 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-02, Section: B.
Contained By:	Dissertations Abstracts International86-02B.
標題:	Home economics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31299916
ISBN:	9798383636862

The Influence of Nostalgia on Brands /
Gonzalez Cavazos, Beatriz Adriana,

The Influence of Nostalgia on Brands /Beatriz Adriana Gonzalez Cavazos. - 1 electronic resource (128 pages)

Source: Dissertations Abstracts International, Volume: 86-02, Section: B.

The present study aims to investigate nostalgia and marketing in different contexts. Firstly, a systematic literature review was conducted on nostalgia marketing in the last 30 years to understand the most important aspects related to brand, product, retail, price, advertising, and service marketing. This review aimed to identify future lines of action that would serve as the basis for subsequent papers. In this initial work, a gap was identified in the construct of brand resurrection, leading to a decision to study it along with others, such as brand positioning nostalgia. The goal was to explore the effects on brand resurrections and brand iconness, and subsequently, their impact on purchase intention and e-WOM, considering both local and national brands and taking into account three generations: Baby Boomers, XGen, and Millennials. The study's findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results showed more influence with local brands vs national. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts, where a direct impact was not found with Baby Boomers and XGen. Another gap that was decided to be analyzed was whether nostalgia caused people to pay more for nostalgic brands, so an experiment was conducted. One group was induced into nostalgia, while the other group remained in a neutral state. Two generations, XGen and XZen were chosen, along with nostalgic and non-nostalgic brands. The results showed that ZGen consumers experience nostalgia, increase brand awareness, purchase intention, and willingness to pay for non-nostalgic brands, but decrease brand image for these same non-nostalgic brands. Conversely, when XGen consumers are immersed in nostalgia, their brand awareness, brand preference, brand image, and purchase intention all rise, although no distinct correlation with willingness to pay was evident. In the case of nostalgic brands, the sole noteworthy association discovered was that ZGen consumers exhibit a willingness to pay significantly more for nostalgic brands, even up to twice as much as for non-nostalgic ones, when exposed to nostalgia.

English

ISBN: 9798383636862Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Brands

The Influence of Nostalgia on Brands /
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