Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

Kathrin Natterer (née Greuling) ()
Additional contact information
Kathrin Natterer (née Greuling): University of Koblenz-Landau

A chapter in Handbook of Media Branding, 2015, pp 199-214 from Springer

Abstract: Abstract Nostalgia is increasingly and successfully used as a means to brand entertainment media. However, there is a significant gap in empirical investigations which consider the effects of different types of nostalgic responses to films. Hence, the contribution of this chapter lies first in answering the question of which films evoke which type of nostalgia in media recipients. In our investigation of 41 movies released between 2010 and 2013 we found that not only well-known and old, but also relatively unknown and very recent film stimuli are capable of evoking personal and/or historical nostalgia. Secondly, our main studies (n = 217) reveal that personal and historical nostalgia through films have significant positive effects on attitudes towards the media brand, buying intentions, affective response, and mood. The results of our study help to apply both kinds of nostalgia to media branding to gain competitive advantages in times of digitalization, saturated media markets, and media crises.

Keywords: Personal and historical nostalgia; Movies; Media branding; Media content; Media management; Audience measurement; Media psychology; Entertainment media (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:sprchp:978-3-319-18236-0_14

Ordering information: This item can be ordered from
http://www.springer.com/9783319182360

DOI: 10.1007/978-3-319-18236-0_14

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().