Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements

Naeem Gul Gilal (), Jing Zhang, Faheem Gul Gilal and Rukhsana Gul Gilal
Additional contact information
Naeem Gul Gilal: School of Management, Huazhong University of Science and Technology
Jing Zhang: School of Management, Huazhong University of Science and Technology
Faheem Gul Gilal: School of Management, Huazhong University of Science and Technology
Rukhsana Gul Gilal: School of Management, Huazhong University of Science and Technology

Journal of Brand Management, 2020, vol. 27, issue 2, No 4, 160-180

Abstract: Abstract This study aims to provide an understanding of how nostalgic ads (i.e., personal, historical, and cultural) influence customers’ participation in bringing dead brands back to life [i.e., brand resurrection movements (BRM)] compared to non-nostalgic ads. Using the psychological reactance theory of behavior explanation as a lens, this study builds on an analysis of data from n = 644 millennial consumers of defunct brands who wish to bring the dead brands back to life. The hypotheses were tested using structural equation modeling and the SPSS PROCESS macro. When personally, historically, and culturally nostalgic ads and non-nostalgic ads were assessed, historically nostalgic ads had the strongest effect on consumers’ engagement with BRM. The moderation results suggest that both personal and non-nostalgic ads also have a strong effect on BRM participation for men, while the influence is less prominent for women consumers. Conversely, historically nostalgic ads are more effective at increasing BRM involvement among women than among men. The moderation of age reveals that personally and historically nostalgic ads are more capable of securing consumers’ engagement in BRM for older customers, while culturally nostalgic and non-nostalgic ads are effective at increasing consumers’ engagement in BRM among both younger and older customers equally.

Keywords: Brand resurrection movements; Personally nostalgic ads; Historically nostalgic ads; Culturally nostalgic ads; Non-nostalgic ads; Cross-culture (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-019-00170-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:2:d:10.1057_s41262-019-00170-w

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-019-00170-w

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().