How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets View Full Text


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Article Info

DATE

2019-02-26

AUTHORS

Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya, Markus Taube

ABSTRACT

Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related moderators that affect the individual linkages. We draw on construal level theory and develop a multilevel model in which emotional attachment, brand local iconness, and brand authenticity explain how nostalgic brand positioning creates brand equity. We posit that country differences between emerging and developed markets and brand innovativeness moderate these mediating effects. The results from large consumer samples suggest that emotional attachment and brand local iconness play a weaker role in mediating the connection of nostalgic brand positioning and brand equity in emerging markets. However, this disadvantage in creating brand equity through nostalgic brand positioning in emerging markets can be attenuated with increasing levels of brand innovativeness. More... »

PAGES

1-22

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  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1007/s11747-019-00637-x

    DOI

    http://dx.doi.org/10.1007/s11747-019-00637-x

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1112393331


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    374 Mercator School of Management, Institute of East Asian Studies, University of Duisburg-Essen, Forsthausweg 2, Building LE-Room 705, 47057, Duisburg, Germany
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    376 https://www.grid.ac/institutes/grid.9909.9 schema:alternateName University of Leeds
    377 schema:name Leeds University Business School, Marketing Division, University of Leeds, Maurice Keyworth Building, LS2 9JT, Leeds, UK
    378 rdf:type schema:Organization
     




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