What Did You Do to My Brand? Consumer Responses to Changes in Brands Towards Which They Are Nostalgic
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.
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 793-794.
Alison B. Shields, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations
Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?
Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA