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Nostalgia and Culture: The Relationship Between Indicators of Acculturation and Nostalgia

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  • Borsali Awicha Amina

    (University of TLEMCEN ALGERIA)

  • Benhabib Abderrezak

    (University of TLEMCEN ALGERIA)

Abstract

In this article we test the relationship between indicators of acculturation (language, media, selfidentification, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent variable. The results of analysis of variance, One-Way Anova, reveal that the home language, the food of home country, the media, self-identifi cation with the origin country and the religion of the origin country have a signifi cant impact on nostalgia. This article contributes to new theoretical elements in the fi eld of nostalgia and culture as a complement of several previous studies. The managerial contributions of this study focus on positioning of nostalgic brands and developing marketing strategies for this kind of products.

Suggested Citation

  • Borsali Awicha Amina & Benhabib Abderrezak, 2018. "Nostalgia and Culture: The Relationship Between Indicators of Acculturation and Nostalgia," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(7), pages 28-47.
    • Handle: RePEc:sgm:jmcbem:v:1:i:7:y:2018:p:28-47
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    nostalgic brands; positioning; acculturation;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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