Blending the past and present in a retro branded music concert: the impact of nostalgia proneness

Hallegatte, Damien; Ertz, Myriam; Marticotte, François

doi:10.1108/jpbm-08-2017-1546

Cited by 23 publications

(16 citation statements)

References 80 publications

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“…New contributions of authors last years demonstrate the growing importance of nostalgia for marketing managers. Indeed, Hallegatte and Ertz (2018) tested empirically the link between retro branded music and nostalgia proneness and concluded that nostalgia proneness moderates the effect of a retro brand and consumer reactions. Moreover, Wen et al (2019) highlighted the importance of nostalgic emotions to create brand trust and brand attachment.…”

Section: Discussionmentioning

confidence: 99%

Nostalgia: An Attractive Theme for Marketing Researchers

Hajlaoui¹,

Gharbi²

2020

IJMS

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The use of nostalgia in the marketing domain has been the subject of several researches about consumer behaviour in general and advertising in particular. This multi-faceted concept offers a better understanding of consumer behavior and brand preferences on one side, as well as a better understanding of the purchase intent. This paper discusses the nostalgia theories from different perspectives. It provides an overview of the contributions in the marketing domain for a better use of this concept by marketers.

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Section: Discussionmentioning

confidence: 99%

Nostalgia: An Attractive Theme for Marketing Researchers

Hajlaoui¹,

Gharbi²

2020

IJMS

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“…Brand nostalgia generated by actual brand exposure may vary from other related concepts including retroization or retro branding strategies that invoke the brand’s connection with the past to establish a position for the brand (Hallegatte et al , 2018). Quite possibly, the brands themselves invoke the past to elicit a sentimental link between the brand and the consumer (Youn, 2020).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Consumers’ memories, particularly first-hand positive memories, may help build affective associations with a brand (Shields and Johnson, 2016a). Brands evoking the past are likely to reinforce strong connections established with the time context rather than the brands themselves, stimulating consumer resistance to current brand modifications (Hallegatte et al , 2018; Youn, 2020). By contrast, brand nostalgia generated via lived experiences encourages consumers to integrate those connections into broader brand concepts (Shields and Johnson, 2016b).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Consumers’ connections with brands from their past also represent a continuity of their identities across time (Hallegatte et al , 2018), as demonstrated by self-brand connections (Escalas, 2004). Consumers are likely to identify themselves as users of a brand since its heyday (Saju et al , 2018) or as members of a group of brand users (López et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

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Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

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Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions. Design/methodology/approach The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method. Findings The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions. Research limitations/implications The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions. Practical implications Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments. Originality/value To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

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“…The research pointed out the interchangeable nature of nostalgia. For example, the research conducted by Davari et al (2017), Hallegatte et al (2018), Handique and Sarkar (2020) and considered nostalgia as a moderator, whereas, Gilal et al (2020a) felt nostalgia as an antecedent, Similarly, Nassimi et al (2015) explained the effects of brand revitalisation on consumers' attitudinal and behavioural loyalty.…”

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confidence: 99%

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

Chandra¹,

Tripathi²

2023

CEBR

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The true identity of brands fades with changes in a market environment. Growing concerns regarding the decline of long-established brands have caught the attention of academicians and practitioners both. There is undivided attention witnessed in literature to develop a research framework to identify antecedents and intervening factors and their impact on Brand Revitalization. The primary aim of the study is to categorise identified variables into different approaches and integrate intervening variables to propose a research framework for empirical validation. Based on the systematic literature review approach, 93 studies from more than three decades (1984 to 2021) were undertaken after applying inclusion and exclusion criteria. 62 percent qualitative research and 27 percent empirical and mixed research papers were obtained. A total of 63 variables from 18 empirical studies were categorised into two approaches of 'Brand re-enchantment' and 'Brand modernity', which significantly influenced brand revitalisation. 9 mediators and 12 moderators were obtained from which 'Advertising' was introduced as a mediator for effective brand revitalisation. The research paper provides a scope to empirically validate the proposed research framework in different sectors and industries to carry the domain of brand revitalisation to an advance level. Implications for Central European audience: According to Eurostat 1 , Annual inflation rate in the Euro Area increased from 4.1% in 2021 to 8.9% in 2022. Price has been accelerated for food, beverages, industrial goods and services. This has declined the purchasing power of consumers while making the of goods and services more expensive. As a result, demand-side is slowing down and consumers are shifting to low or no frills brands making it challenging for brands to capture the likely brand decline. However, mature or declining brands often enjoy strong brand equity and there is residual salience which can be leveraged to retain existing consumers. The study offers guidelines to recognize the acute CENTRAL EUROPEAN BUSINESS REVIEW and latent signs of brand decline and provide possible revitalization strategies to increase market share, aid in internationalization, and strengthen the perceived brand image of Central European brands. Advertising illustrates the brand's features, benefits, and uses, which may help in conveying the desired image of brands to the audience of central European countries.

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Blending the past and present in a retro branded music concert: the impact of nostalgia proneness

Cited by 23 publications

References 80 publications

Nostalgia: An Attractive Theme for Marketing Researchers

Nostalgia: An Attractive Theme for Marketing Researchers

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation

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