The effects of nostalgia marketing on consumers’ brand extension evaluation

Sung Youl Jun (), Hye Kyung Park () and Kyung Ho Kim ()
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Sung Youl Jun: Sogang University
Hye Kyung Park: Ajou University
Kyung Ho Kim: Keimyung University

Journal of Brand Management, 2022, vol. 29, issue 3, No 3, 286 pages

Abstract: Abstract This study examines the effects of nostalgia marketing on consumers’ evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more positive evaluations of the extension product than did participants who were shown advertisements without any nostalgia-evoking stimuli. In particular, in Study 2, the nostalgia effect was reinforced in participants who were primed with collective nostalgia rather than personal nostalgia. Lastly, in Study 3, the nostalgia effect on the evaluations of the extension product was more pronounced for participants who were primed with interdependent self than independent self.

Keywords: Nostalgia marketing; Relational tendency; Brand extension; Collective nostalgia; Personal nostalgia; Self-construal (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41262-021-00264-4

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