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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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1.3c To Be Human or Not to Be: Contrasting Brand Personality and Consumer-Brand Relationships of Nostalgic and Non-Nostalgic Brands

Friday, March 29, 2019 at 8:30 AM–10:00 AM CDT

Integrating theories of nostalgia, brand personality, and consumer-brand relationships, this study examined the differentiating power of nostalgia in explaining brand personality and three relational constructs. Online survey data (n = 374) were collected via Amazon MTurk to unravel relationships between constructs. The GLM repeated measures analysis revealed that nostalgic brands received more favorable ratings on the brand personality dimensions of sincerity, excitement, competence, and ruggedness, but not sophistication. Nostalgic brands also showed stronger attachment, self-brand connections, and separation distress than non-nostalgic brands. Age and gender showed weak moderating roles across nostalgic and non-nostalgic brands. Theoretical and managerial implications were discussed. 

First & Corresponding Author

Seounmi Youn, Emerson College
Authors in the order to be printed.

Seounmi Youn, Emerson College; Naa Amponsah Dodoo, Emerson College

Additional Authors

Naa Amponsah Dodoo, Emerson College