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Consumer–Brand Relationships: A Contrast of Nostalgic and Non-Nostalgic Brands

Abstract : This research examined how consumer–brand relationships change when one contrasts brands perceived as nostalgic with brands perceived as non-nostalgic. Paired comparisons of brands in six product categories revealed that brand attachment, self-brand connections, and storytelling, as well as, the propensity to offer the brand as a gift and collect brand-derived products, depend on the nostalgic status of the brand. On a sample of 606 consumers, the results showed that a brand’s nostalgic status has a positive effect on attachment, self-brand connections, and storytelling. These effects had not previously been considered in nostalgia research. Furthermore, the nostalgic status of a brand has positive effects in terms of intention to purchase the brand as a gift and collect brand-derived products. Moreover, ANOVA results illustrate that consumer relationships with nostalgic brands are systematically stronger than with non-nostalgic brands. Finally, results indicated that product category moderates all of the dimensions of brand relationships while gender does not. © 2014 Wiley Periodicals, Inc.
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https://hal-amu.archives-ouvertes.fr/hal-01465788
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Submitted on : Monday, February 13, 2017 - 10:22:27 AM
Last modification on : Wednesday, April 24, 2019 - 2:48:02 PM

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Aurélie Kessous, Elyette Roux, Jean-Louis Chandon. Consumer–Brand Relationships: A Contrast of Nostalgic and Non-Nostalgic Brands. Psychology and Marketing, Wiley, 2015, 32 (2), pp.187-202. ⟨hal-01465788⟩

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