5-P: the Effect of Nostalgia Advertising on Brand Loyalty

Prior research showed that nostalgic ads of certain brands improve consumers’ attitude towards these brands. Here, we propose that if a brand has made inconsistent changes of its positioning in the past, nostalgic ads can also result in decreased consumer loyalty. We speculate that self-brand connection might be a mechanism.



Citation:

Jia Chen and Jingjing Ma (2017) ,"5-P: the Effect of Nostalgia Advertising on Brand Loyalty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1020-1020.

Authors

Jia Chen, University of Illinois at Chicago, USA
Jingjing Ma, Peking University, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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