Brand Nostalgia and Consumers Relationships to Luxury Brands: A Continuous and Categorical Moderated Mediation Approach

Aurélie Kessous (), Fanny Magnoni and Pierre Valette-Florence ()
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Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Fanny Magnoni: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two moderating variables is examined. We show that past temporal orientation reinforces the relationship between 1) brand nostalgia and brand attachment, and between 2) brand nostalgia and separation distress. Finally, consumers' need for uniqueness reinforces the relationship between brand attachment and separation distress. On a methodological side, the study shows the ability of the PLS approach to handle higher order latent variables both in the context of continuous and categorical latent moderated mediation variables.

Keywords: luxury car brands; nostalgia; consumer-brand relationships (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01472020v1
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Published in Brand Nostalgia and Consumers’ Relationships to Luxury Brands: a Continuous and Categorical Moderated Mediation Approach, pp.285 - 293, 2016, The Multiple Facets of Partial Least Squares Methods, ⟨10.1007/978-3-319-40643-5_21⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01472020

DOI: 10.1007/978-3-319-40643-5_21

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