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

Aurélie Kessous (), Elyette Roux and Jean-Louis Chandon ()
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Aurélie Kessous: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Elyette Roux: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Jean-Louis Chandon: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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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.

Keywords: nostalgia; nostalgic brands; consumer-brand relationships; self-brand connections; brand attachment; storytelling. (search for similar items in EconPapers)
Date: 2015-02
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Citations: View citations in EconPapers (6)

Published in Psychology and Marketing, 2015, 32 (2), pp.187-202

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01465788

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