Exploring the Boundaries of Nostalgic Advertising Effects: A Consideration of Childhood Brand Exposure and Attachment on Consumers' Responses to Nostalgia-Themed Advertisements

This study examines empirically the differential influence of past brand associations (specifically, in-home childhood brand exposure and past personal attachment) on consumers' reactions to nostalgia-themed advertisements. Results support the expectation that the effect of nostalgia on brand-f...

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Veröffentlicht in:	Journal of advertising 2014-01, Vol.43 (1), p.73-84
Hauptverfasser:	Muehling, Darrel D., Sprott, David E., Sultan, Abdullah J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Advertising Advertising campaigns Analysis Brand equity Brand name products Brands Childhood Consumer behavior Consumer preferences Consumers Forecasts and trends Nostalgia Studies
Online-Zugang:	Volltext
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