The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Ju, Ilyoung; Jun, Jong Woo; Dodoo, Naa Amponsah; Morris, Jon D.

doi:10.1080/13527266.2015.1051093

Cited by 25 publications

(19 citation statements)

References 47 publications

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“…For instance, Coca-Cola has used nostalgia to rekindle an idealized past (Muehling et al , 2014; Pascal et al , 2002). Positive memories can override negative ones (Ju et al , 2017). A mental simulation is a similar approach, focusing on simulating how using a product produces positive outcomes (Escalas, 2004).…”

Section: Resultsmentioning

confidence: 99%

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Milfeld

Flint

2020

JPBM

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Purpose A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos. Design/methodology/approach The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method. Findings By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story. Practical implications Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations. Originality/value While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.

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Section: Resultsmentioning

confidence: 99%

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Milfeld

Flint

2020

JPBM

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“…R. Brown & Schopflocher, 1998). Thus, nostalgia is commonly treated as an emotional construct (Stern, 1992) which is different from perceptions (Monteiro, 2017; Sedikides et al, 2018) or attitudes (Ju, Jun, Dodoo, & Morris, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Most notably, nostalgia is an emotional mental process (Castelnuovo-Tedesco, 1980;Cavanaugh, 1989), whereas reminiscence, sentimentality, and autobiographical memory are considered cognitive mental processes (N. R. Brown & Schopflocher, 1998). Thus, nostalgia is commonly treated as an emotional construct (Stern, 1992) which is different from perceptions (Monteiro, 2017;Sedikides et al, 2018) or attitudes (Ju, Jun, Dodoo, & Morris, 2017).…”

mentioning

confidence: 99%

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

Cho

Joo

Woosnam³

2020

Journal of Hospitality & Tourism Research

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This study evaluated the cross-cultural generalizability of the Nostalgia Scale for Sport Tourism (NSST), which was originally developed and examined in the context of football tourists in the United States. Data were collected from baseball tourists in South Korea, and multilevel confirmatory factor analysis and multilevel structural equation modelling were used for data analysis. Results supported the reliability and the validity of the scale both at individual and group levels, revealing an identical five-factor structure across the 29-item scale. Additionally, this study found a significant effect of sport nostalgia on revisit intention both at individual and group levels. The findings indicate that the NSST is applicable in understanding sport tourists’ nostalgia across different sport and cultural settings. Implications and suggestions for future nostalgia research are also discussed.

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“…Self-continuity is defined as "a crucial self-function in autobiographical memory that allows humans to create and link remembered selves coherently over lived time" (Ju et al, 2017(Ju et al, , p. 2066. This view posits that even though consumers undergo psychological or physical changes, they are the same people over time (Sedikides et al, 2008).…”

Section: Self-continuity Theorymentioning

confidence: 99%

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

Hallegatte

Ertz

Marticotte³

2018

JPBM

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Purpose Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely investigated together empirically despite their interconnections. Design/methodology/approach An experiment including four different scenarios blending retro and contemporary stimuli was conducted on 181 subjects. Two rock band variables were manipulated: song set list (i.e. list of songs) and band lineup. Findings The findings suggest that mixing the past and present for a retro brand impacts consumer behavior. A more nuanced explanation is suggested by showing that a retro brand has a strong effect on consumers’ intentions to attend and willingness to pay, but not on their WOM intentions, when these consumers are more prone to feeling nostalgia. Originality/value Nostalgia and retro branding appear to be interconnected concepts, but few studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.

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The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Cited by 25 publications

References 47 publications

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

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

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