Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Toledo, Ana Carolina; Lopes, Evandro Luiz

doi:10.1590/1807-7692bar2016150007

Cited by 22 publications

(14 citation statements)

References 52 publications

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“…This outcome shows that customer gender does not facilitate a greater sense of brand iconness specifically for females or for males. This understanding is in agreement with Toledo and Lopes’s (2016) results, which stated that as individuals progress through their life cycle phases, they are more likely to feel nostalgic, recollecting the bygone memories of their early life with strong emotions regardless of gender differences. Collectively, our results stress that nostalgic brand positioning (NBP) is the central driver of brand passion and brand authenticity for female customers more than for male customers, whereas the effects of NBP are equally essential for female and for male customers in leading to brand iconness.…”

Section: Discussionsupporting

confidence: 92%

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The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

Gilal

et al. 2021

Int J Consumer Studies

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Drawing on construal level theory, basic psychological need‐candidate theory and gender schema theory, this study aims to develop a multilevel framework that explains how nostalgic brand positioning increases brand equity via nostalgic brand relationship dimensions (i.e., brand passion, brand local iconness and brand authenticity). Moreover, we posit that brand innovativeness and customer gender are important boundary conditions for these indirect effects of nostalgic brand positioning on brand equity through the nostalgic brand relationship dimensions. To this end, a convenience sample of N = 1,171 respondents was used to inspect the hypotheses in settings relating to the fast‐moving consumer goods industry. Results show a positive indirect effect of nostalgic brand positioning on brand equity through brand passion, brand local iconness and brand authenticity. Moreover, moderation results reveal that the effect of nostalgic brand positioning on brand passion and brand authenticity was more salient when brand innovativeness was lower; however, for brand authenticity, the effect was more pronounced when brand innovativeness was higher. Similarly, findings relating to the moderation effect of customer gender indicate that nostalgic brand positioning has a greater effect on brand passion and brand authenticity for females than for their male counterparts. Conversely, for brand iconness, the effect was equally important for both males and females. The practical and theoretical implications of these findings are provided and limitations are acknowledged.

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Section: Discussionsupporting

confidence: 92%

“…For instance, surveys conducted by Li et al. (2019), Toledo and Lopes (2016) and Gilal et al. (2020) revealed that NBP can positively enhance consumers’ brand loyalty and willingness to pay, and also customers’ participation in brand resurrection movements.…”

Section: Introductionmentioning

confidence: 99%

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

Gilal

et al. 2021

Int J Consumer Studies

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“…Music products such as CDs or DVDs and official merchandise products are also targeted by fans to make purchases, as happened to the Indonesian music group, JKT48 (Andraini, 2019). Someone who has memories of good experiences for them also has a tendency to relive those experiences (Toledo & Lopes, 2016).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention

et.al¹

2021

TURCOMAT

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A music concert or live music performance is an event that can give more experience to their audiences than just listening to music and this makes people go to their favorite musician’s concert several times. This study has an objective to analyze the effect of nostalgia emotion to brand trust and brand attachment towards repurchase intentions by adding the repurchase intention from the previous studies as a new variable and applying it to the music industry, especially in the live music performance sector. The data used for this study were collected from 120 respondents who have watched music concerts or live music performances in Jakarta through an online survey and analyzed it by using SmartPLS in structural equation modeling (PLS-SEM). This study provides more understanding of the connection between each variable in the chosen industry and indicates that nostalgia emotion of a person can affect their brand trust and brand attachment towards their repurchase intention as the results.

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“…The research results of Jensen et al (2017) showed that brand nostalgia positively influences brand trust to a significant extent. Toledo and Lopes (2016) found that there is a positive/negative relationship between NE and attitude (e.g. BF/BI) in relation to the former brand/prevailing brand.…”

mentioning

confidence: 90%

The impact of nostalgic emotion on brand trust and brand attachment

Tao

Qin

Liu

2019

APJML

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Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire survey, and SPSS22.0 and LISREL8.70 are used for data analysis and hypothesis testing. Findings The results of the paper show that NE consists of four dimensions in the context of China: atmosphere nostalgia, interpersonal nostalgia, family nostalgia and personal nostalgia. Among these, NE has a significant positive impact on brand trust and brand attachment; further, brand trust has a significant positive impact on brand attachment and plays a partial mediating role in the impact of NE on the latter. Research limitations/implications As the nostalgic restaurant industry is the research object, the theoretical model described here may be limited to this specific industry. The potential applicability of the theoretical model to other service industries requires further study. Practical implications The results of the paper are helpful in building a good nostalgic experience, increasing consumer trust in restaurant brands, and strengthening the connection between NE and restaurant brand reconstruction. Social implications The results of the paper on the impact of NE on brand trust and brand attachment provide a referential basis and guide for services’ companies (e.g. restaurants) to revitalize the services’ brands. Originality/value The first contribution is that NE scale is constructed for the nostalgia-themed restaurants. The second contribution is that the paper reveals the mechanism of the impact of NE on brand trust and brand attachment.

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Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Cited by 22 publications

References 52 publications

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention

The impact of nostalgic emotion on brand trust and brand attachment

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