Nostalgia and Culture: The Relationship Between Indicators of Acculturation and Nostalgia

Borsali Awicha Amina () and Benhabib Abderrezak ()
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Borsali Awicha Amina: University of TLEMCEN ALGERIA
Benhabib Abderrezak: University of TLEMCEN ALGERIA

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2018, vol. 1, issue 7, 28-47

Abstract: In this article we test the relationship between indicators of acculturation (language, media, selfidentification, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent variable. The results of analysis of variance, One-Way Anova, reveal that the home language, the food of home country, the media, self-identifi cation with the origin country and the religion of the origin country have a signifi cant impact on nostalgia. This article contributes to new theoretical elements in the fi eld of nostalgia and culture as a complement of several previous studies. The managerial contributions of this study focus on positioning of nostalgic brands and developing marketing strategies for this kind of products.

Keywords: nostalgic brands; positioning; acculturation (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:jmcbem:v:1:i:7:y:2018:p:28-47

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