9-D: Bring Back My Childhood! Nostalgia As Mediator of Retro-Food and Consumer Based Brand Equity

Caty Velez, Tecnológico de Monterrey, Mexico
Miriam C. Flores, Tecnológico de Monterrey, Mexico
This research will expand the field/area of retro-branding by recognizing the effect of nostalgia as well as authenticity in the relationship between a retro-food product and Consumer Based Brand Equity (CBBE). A mixed methodology that includes a netnography and two quantitative studies will be used.
[ to cite ]:
Caty Velez and Miriam C. Flores (2017) ,"9-D: Bring Back My Childhood! Nostalgia As Mediator of Retro-Food and Consumer Based Brand Equity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1064-1064.