How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Martin Heinberg (), Constantine S. Katsikeas (), H. Erkan Ozkaya () and Markus Taube ()
Additional contact information
Martin Heinberg: University of Leeds
Constantine S. Katsikeas: University of Leeds
H. Erkan Ozkaya: California State Polytechnic University, Pomona
Markus Taube: University of Duisburg-Essen

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 5, No 5, 869-890

Abstract: Abstract Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related moderators that affect the individual linkages. We draw on construal level theory and develop a multilevel model in which emotional attachment, brand local iconness, and brand authenticity explain how nostalgic brand positioning creates brand equity. We posit that country differences between emerging and developed markets and brand innovativeness moderate these mediating effects. The results from large consumer samples suggest that emotional attachment and brand local iconness play a weaker role in mediating the connection of nostalgic brand positioning and brand equity in emerging markets. However, this disadvantage in creating brand equity through nostalgic brand positioning in emerging markets can be attenuated with increasing levels of brand innovativeness.

Keywords: Nostalgic brand positioning; Brand equity; Emerging market; Innovation; Multilevel modeling (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-019-00637-x 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:spr:joamsc:v:48:y:2020:i:5:d:10.1007_s11747-019-00637-x

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-019-00637-x

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().