New insights on consumers’ perceptions of brand-induced nostalgia and its role in the formation of consumer-based brand equity
(2014)
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Details
- Authors
- Supervisors
- Schuiling, Isabelle
- Abstract
- Little attention has been given up to now to the study of nostalgia from a branding perspective. This doctoral dissertation, which consists of three essays, aims to analyze the role of consumers’ perceptions of brand-induced nostalgia (brand nostalgia) in the formation of consumer-based brand equity. To achieve this objective, the first essay captures the dimensions of brand nostalgia with a complete and thorough exploration of the construct. It also enhances the understanding of the conditions, drivers and consequences of brand nostalgia. The second essay contributes to the literature by developing a rigorously tested, reliable and valid new three-dimensional scale enabling researchers to measure brand nostalgia. In addition, this essay empirically tests for the first time the relationships between the three dimensions of brand nostalgia and several important brand-related drivers and consequences. Finally, the third essay offers empirical support for the use of brand nostalgia in the formation of consumer-based brand equity for different product categories. It also demonstrates that brand nostalgia influences consumers regardless of their age, gender and nostalgia proneness.
- Affiliations
Citations
Bartier, A.-L. (2014). New insights on consumers’ perceptions of brand-induced nostalgia and its role in the formation of consumer-based brand equity. https://hdl.handle.net/2078.5/202160