How Does Nostalgia in Advertising Increase Brand Love in Different Cultures?
This paper investigates the effects of historical and personal nostalgia advertising on branding in different cultures.Our results indicate that in both a collective culture and an individualistic culture, historical and personal ads impact affective responses whereas cognitive responses are only elicited when the individual is submitted to historical ads.
Véronique Pauwels Delassus, Sylvia Grappi, and Lia Zarantonello (2018) ,"How Does Nostalgia in Advertising Increase Brand Love in Different Cultures? ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 169-170.
Véronique Pauwels Delassus, IESEG School of Management, France
Sylvia Grappi, University of Modena and Reggio Emilia, Italy
Lia Zarantonello, Business School University of Roehampton, UK
E - European Advances in Consumer Research Volume 11 | 2018
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Shelle Santana, Harvard Business School, USA
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