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Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements

Author

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  • Naeem Gul Gilal

    (School of Management, Huazhong University of Science and Technology)

  • Jing Zhang

    (School of Management, Huazhong University of Science and Technology)

  • Faheem Gul Gilal

    (School of Management, Huazhong University of Science and Technology
    Sukkur IBA University)

  • Rukhsana Gul Gilal

    (School of Management, Huazhong University of Science and Technology
    Sukkur IBA University)

Abstract

This study aims to provide an understanding of how nostalgic ads (i.e., personal, historical, and cultural) influence customers’ participation in bringing dead brands back to life [i.e., brand resurrection movements (BRM)] compared to non-nostalgic ads. Using the psychological reactance theory of behavior explanation as a lens, this study builds on an analysis of data from n = 644 millennial consumers of defunct brands who wish to bring the dead brands back to life. The hypotheses were tested using structural equation modeling and the SPSS PROCESS macro. When personally, historically, and culturally nostalgic ads and non-nostalgic ads were assessed, historically nostalgic ads had the strongest effect on consumers’ engagement with BRM. The moderation results suggest that both personal and non-nostalgic ads also have a strong effect on BRM participation for men, while the influence is less prominent for women consumers. Conversely, historically nostalgic ads are more effective at increasing BRM involvement among women than among men. The moderation of age reveals that personally and historically nostalgic ads are more capable of securing consumers’ engagement in BRM for older customers, while culturally nostalgic and non-nostalgic ads are effective at increasing consumers’ engagement in BRM among both younger and older customers equally.

Suggested Citation

  • Naeem Gul Gilal & Jing Zhang & Faheem Gul Gilal & Rukhsana Gul Gilal, 2020. "Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 160-180, March.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:2:d:10.1057_s41262-019-00170-w
    DOI: 10.1057/s41262-019-00170-w
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    Cited by:

    1. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    2. Volpert, Johanna & Michel, Géraldine, 2022. "Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands," Journal of Business Research, Elsevier, vol. 153(C), pages 479-493.
    3. Fadi Almazyad & Purvi Shah & Eleanor T. Loiacono, 2023. "Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 367-380, July.
    4. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.
    5. Han Zhang & Chenhan Ruan & Lei Huang & Luluo Peng & Chuangxin Guo, 2023. "Personal vs. Collective Nostalgia and Different Temporally Orientated Green Consumption," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    6. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    7. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    8. Faheem Gul Gilal & Nisar Ahmed Channa & Naeem Gul Gilal & Rukhsana Gul Gilal & Zhenxing Gong & Na Zhang, 2020. "Corporate social responsibility and brand passion among consumers: Theory and evidence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2275-2285, September.
    9. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    10. Faheem Gul Gilal & Naeem Gul Gilal & Nisar Ahmed Channa & Rehman Gul Gilal & Rukhsana Gul Gilal & Muhammad Nawaz Tunio, 2020. "Towards an integrated model for the transference of environmental responsibility," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2614-2623, September.

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