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Cited by 120Consumer Behavior in Brand Consumption and IdentificationNostalgia and Consumer BehaviorConsumer Retail Behavior Studies

Consumer–Brand Relationships: A Contrast of Nostalgic and Non‐Nostalgic Brands

Kessous, Aurélie, Roux, Elyette, Chandon, Jean‐Louis·2015·Psychology & Marketing
DOI 10.1002/mar.20772
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Abstract

This research examined how consumer–brand relationships change when one contrasts brands perceived as nostalgic with brands perceived as non‐nostalgic. Paired comparisons of brands in six product categories revealed that brand attachment, self‐brand connections, and storytelling, as well as, the propensity to offer the brand as a gift and collect brand‐derived products, depend on the nostalgic status of the brand. On a sample of 606 consumers, the results showed that a brand's nostalgic status has a positive effect on attachment, self‐brand connections, and storytelling. These effects had not previously been considered in nostalgia research. Furthermore, the nostalgic status of a brand has positive effects in terms of intention to purchase the brand as a gift and collect brand‐derived products. Moreover, ANOVA results illustrate that consumer relationships with nostalgic brands are systematically stronger than with non‐nostalgic brands. Finally, results indicated that product category moderates all of the dimensions of brand relationships while gender does not.

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Crossref · 10.1002/mar.20772

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Authors
Kessous, A., Roux, E., & Chandon, J.
Affiliations
  • INSEEC School of Business and Economics (FR)
  • Aix Marseille Université
ORCID
Venue
Psychology & Marketing
Publisher
Wiley
Published
2015-01-14
Volume
32
Issue
2
Pages
187-202
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20772
OpenAlex
W2154297624
Cited by
120
References
10
Citations by year
2026: 11 · 2025: 12 · 2024: 11 · 2023: 14 · 2022: 16 · 2021: 11 · 2020: 19 · 2019: 6 · 2018: 7 · 2017: 7 · 2016: 4 · 2015: 2
FWCI
15.22
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Psychology and Marketing (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
  • HAL (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Psychology › Social Psychology › Nostalgia and Consumer Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
consumer-brand relationships, brand attachment, self-brand connection, brand storytelling, gift-giving, gender differences

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