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The effects of nostalgia marketing on consumers’ brand extension evaluation

Author

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  • Sung Youl Jun

    (Sogang University)

  • Hye Kyung Park

    (Ajou University)

  • Kyung Ho Kim

    (Keimyung University)

Abstract

This study examines the effects of nostalgia marketing on consumers’ evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more positive evaluations of the extension product than did participants who were shown advertisements without any nostalgia-evoking stimuli. In particular, in Study 2, the nostalgia effect was reinforced in participants who were primed with collective nostalgia rather than personal nostalgia. Lastly, in Study 3, the nostalgia effect on the evaluations of the extension product was more pronounced for participants who were primed with interdependent self than independent self.

Suggested Citation

  • Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim, 2022. "The effects of nostalgia marketing on consumers’ brand extension evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 271-286, May.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-021-00264-4
    DOI: 10.1057/s41262-021-00264-4
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    References listed on IDEAS

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    2. Defeng Yang & Xi Lei & Liang Hu & Yu Sun & Xiaodan Yang, 2023. "Brand stigmatization: how do new brand users influence original brand users?," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 77-94, January.

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