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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
Abstract
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