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Type: Journal article
Title: Nostalgic brands as mood boosters
Author: Orth, U.
Gal, S.
Citation: Journal of Brand Management, 2012; 19(8):666-679
Publisher: Palgrave Macmillan
Issue Date: 2012
ISSN: 1350-231X
Statement of
Ulrich R Orth, and Steffi Gal
Abstract: Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so? Although consumer demand for nostalgic offers including brands is considerable, the mechanisms at work remain largely unknown. Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions. Results of an experimental study indicate that nostalgic rather than non-nostalgic brands boost consumers’ moods, particularly with individuals scoring high on need for cognition (NFC) and hope. Implications focus on advancing research on nostalgic brands and consumer self-regulation of affect.
Keywords: hope; mood; need for cognition; nostalgic memories
Rights: © Palgrave Macmillan
DOI: 10.1057/bm.2012.1
Appears in Collections:Aurora harvest 2
Business School publications

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