Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants

Hung-Bin Chen, Shih-Shuo Yeh and Tzung-Cheng Huan

Journal of Business Research, 2014, vol. 67, issue 3, 354-360

Abstract: During the last few years, nostalgia has become a fashion in Taiwan. “Nostalgic” restaurants are becoming common in Taiwan. A nostalgic restaurant can be a hot pot restaurant decorated with furnishing relating to the origin or earlier use of the “hot pot” in Taiwan. The study here uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that (1) nostalgia has both direct and indirect impacts on consumption intention; (2) consumption affected by nostalgia varies depending on the individual; and (3) younger customers' predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers.

Keywords: Nostalgic emotion; Experiential value; Restaurant image; Consumption intention (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:3:p:354-360

DOI: 10.1016/j.jbusres.2013.01.003

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