What Did You Do to My Brand? Consumer Responses to Changes in Brands Towards Which They Are Nostalgic

Alison B. Shields, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
This paper examines consumer responses to changes in brands towards which they feel nostalgic. Across two studies, we find that consumers who are highly nostalgic towards a brand are likely to reject changes to the brand even if the changes are perceived by the firm to be improvements.
[ to cite ]:
Alison B. Shields and Jennifer Wiggins Johnson (2012) ,"What Did You Do to My Brand? Consumer Responses to Changes in Brands Towards Which They Are Nostalgic", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 793-794.