Using brands to reconnect with our shared past: brand nostalgia in romantic relationships

Abstract

Purpose The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic relationship. Design/methodology/approach This research uses survey data (n = 656) and relies on structural equation modeling to test the hypotheses. Findings Relationship brand nostalgia has implications for how the relationship partners use the brand together as part of celebrating special occasions, how connected the brand is to their relational identity and how upset they would be if the brand was discontinued. Additionally, interpersonal relationship characteristics (relationship satisfaction and relationship power) influence these outcomes of relationship brand nostalgia. Research limitations/implications The findings from this research show that it is important to account for real (experienced) brand nostalgia when considering behavioral and emotional implications of nostalgia in consumer–brand relationships. Specifically, brand use as part of early romantic relationship milestones influences the creation of nostalgic brand meanings, which in turn influence shared brand use, relational brand connections and brand separation distress. Practical implications Brand managers can increase relational brand connections and brand separation distress by encouraging shared brand use as part of romantic relationships milestones. Originality/value This research addresses gaps in extant research by examining the outcomes of relationship brand nostalgia, which is defined as brand nostalgia anchored in shared brand use that occurred as part of early relationship milestones.

Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry

“…Having salient product recall well after product launch is argued to be an important underlying driving mechanism of long-term market success common across many of the key independent variables. Products having highly differentiated niche positions in smaller, more hotly contested subcategories retain their performance strength over time, perhaps because the level of competitiveness increases overall category nostalgia (Banerjee and Shaikh, 2022; Hartmann and Brunk, 2019; Marchegiani and Phau, 2011; Vredeveld and Kara, 2022) and preference over time, while in addition these particular products retain their stronger niche appeal to those specific target customers. These products may be thought of as being the exemplars of those subcategories.…”

“…Indeed, recent empirical evidence shows that nostalgia has a powerful impact on consumption patterns generally. For example, product usage among consumers during key personal relationship points can generate nostalgic meanings which serve to increase the strength of the customer's future consumption activities (Vredeveld and Kara, 2022). Importantly, these nostalgic conceptualizations serve to strengthen a consumer's brand relationship and can extend to generating interest in additional products offered by that brand (Banerjee and Shaikh, 2022).…”

Tout casse, tout passe, tout lasse; et tout se remplace: resurrecting declining brands by leveraging brand-pastness

“…However, no brand resurrection process would ever prove as simple as “insert ‘the pastness of your brand’ here” inside the memories and experiences of targeted consumers. By definition, certain brand attributes and benefits that either informed or were embedded inside the brand’s narrative must have proved determinant inside targeted consumers’ minds in the past (Vredeveld and Kara, 2022). Were this not true, the brands in question would not have been successful over the long term to the point where they are now experiencing a decline.…”

“…These mindsets might include the minds of individuals who had previously directly or vicariously experienced the brands and warehoused positive aspects of their brand-pastness as historical memories (Holbrook, 1993). The desirable nature of these brand memories may prove worth revisiting (Vredeveld and Kara, 2022). Otherwise, such brands would not have succeeded in the past.…”