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1 – 10 of 536Christopher Marchegiani and Ian Phau
This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase…
Abstract
Purpose
This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase intention.
Design/methodology/approach
A total of 292 respondents exposed to broadcast‐style advertising containing nostalgic cues completed a measure of historical nostalgia, a thought‐collection exercise, and measures of attitudes and intention. Hypotheses are tested using ANOVA and other relevant analyses.
Findings
The findings show that historical nostalgic thoughts and the valence of cognitive reactions significantly improve when respondents experience a moderate or high level of historical nostalgia compared with a low level. However, no significant benefit is evident when moving from a moderate to a high level. Brand and message‐related thoughts did not significantly change. Attitude towards the brand is significantly improved only if respondents reach a high level of historical reaction. Attitudes towards the advert and purchase intentions however continue to significantly improve at each increasing level of historical nostalgia.
Practical implications
Increased predictive capabilities of managers utilising historical nostalgia in the marketplace are achieved, specifically relating to consumers experiencing varying levels of historical nostalgia and the expected cognitive, attitudinal and purchase intent reactions. The study provides relevant implications for advertisers and creative directors to ensure the appropriate intensity of historical nostalgia is elicited.
Originality/value
No prior empirical studies on the effect of varying levels of historical nostalgia on consumer responses have been conducted. This is the first paper to close this gap.
Ezlika M. Ghazali, Dilip S. Mutum and Mei Yuen Woon
The purpose of this paper is to investigate the mechanism by which uses and gratification (U&G) constructs predict continuance intention to play (ContInt) the augmented reality…
Abstract
Purpose
The purpose of this paper is to investigate the mechanism by which uses and gratification (U&G) constructs predict continuance intention to play (ContInt) the augmented reality game Pokémon Go (PG), through multiple serial mediation technique, with enjoyment and flow as mediators. The model also integrates other motivational factors specific to PG, namely, network externality and nostalgia and investigates the process by which they influence ContInt through players’ inherent need-to-collect animated monsters and online community involvement, respectively.
Design/methodology/approach
The model was tested using 362 validated responses from an online survey of PG players in Malaysia. Partial least squares structural equation modeling was used to analyse the data. The predictive relevance of the model was tested via partial least squares-Predict.
Findings
ContInt is influenced through various mechanisms. Enjoyment is the most important mediator, mediating three U&G predictor constructs (achievement, escapism, challenge and social interaction) and the outcome ContInt. Flow did not have any influence on ContInt unless coupled with enjoyment as a serial mediator. Network externality and nostalgia were found to only influence ContInt through mediators, online community involvement and need-to-collect Pokémon Monsters, respectively. Overall, the results show evidence of four indirect-only mediation paths and one complementary partial mediation path.
Originality/value
Provides support for an integrated model incorporating psychological, social and gaming motivational factors. While most other studies focus on direct relationships, we focus on indirect relationships through multiple sequential mediation analysis, following the recent modern mediation analysis guidelines. Contrary to previous findings, flow was not an important factor in predicting ContInt for gaming and nostalgia does not link directly to ContInt.
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Ezlika Ghazali, Dilip S. Mutum and Mei-Yuen Woon
The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the…
Abstract
Purpose
The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the perspectives of psychological, social and gaming motivational factors.
Design/methodology/approach
The research model was empirically assessed based on 362 validated responses from current players of PG in Malaysia. Analysis was carried out using the partial least squares path modeling method.
Findings
The results indicated that enjoyment, network externalities, community involvement and the need-to-collect significantly influence players’ continuance intention. Furthermore, the findings reveal that flow and nostalgia have indirect effects on players’ continuance intention, which in turn significantly influences their purchase intention.
Originality/value
This study provides empirical support for an integrated model for understanding the antecedents of the players’ behavioral intentions that incorporates psychological, social and gaming motivational factors in the context of an augmented reality mobile game.
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Christopher Marchegiani and Ian Phau
The paper aims to examine the effect of varying intensities of personal nostalgia on cognition, attitudes, and purchase intention.
Abstract
Purpose
The paper aims to examine the effect of varying intensities of personal nostalgia on cognition, attitudes, and purchase intention.
Design/methodology/approach
Data were collected using convenience sampling via a self‐administered questionnaire in a large Australian university. Respondents were exposed to nostalgic cue laden advertising stimulus. A total of 514 responses were analysed. The questionnaire includes a thought collection exercise and scales to measure personal nostalgia, attitudes, and intention. Analysis of variance and multivariate analysis of variance were used to analyse the data.
Findings
A number of cognitive reactions are significantly affected when moving from a low to moderate or high level of personal nostalgia. However, no significant benefit in the cognitive responses tested is achieved by moving from moderate to high levels. In contrast, attitudes and intentions improve significantly with each increase of personal nostalgia.
Research limitations/implications
The paper focuses only on personal nostalgia and one product category. Respondent characteristics are also limited. These issues should be examined with future research. Comparisons of responses under types of nostalgic reactions are also needed.
Practical implications
The paper provides practitioners with a vastly improved understanding of consumer responses when varying levels of personal nostalgia are experienced. Practitioners should note the significant change in advert‐execution related thoughts between intensity levels could be beneficial or harmful, depending on the desired response. The research indicates it is worthwhile to encourage high levels of personal nostalgia in comparison to settling for a low or moderate level as although cognitive responses do not significantly change, attitudes and intention to purchase significantly improve.
Originality/value
The vast majority of previous studies focus on nostalgia as a unified concept. Although personal nostalgia is distinct from other nostalgic reactions, no empirical research examines how consumer reactions are affected by varying levels of this specific nostalgic response.
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Amalia Triantafillidou and George Siomkos
The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia…
Abstract
Purpose
The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia intensity, word-of-mouth (WOM) communication and behavioural intentions).
Design/methodology/approach
A quantitative study using a self-administered questionnaire was conducted. The sample comprised of 645 respondents and the snowball sampling technique was used. Consumption experience was measured using a seven-dimensional scale (dimensions: hedonic, flow, escapism, socialisation, personal challenge, learning and communitas).
Findings
Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Other boosters of consumers’ nostalgia, WOM communication and behavioural intentions were the feelings of escapism, knowledge and communitas. On the contrary, flow and personal challenge were negative predictors of consumers’ evaluations.
Practical implications
Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, social, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities.
Originality/value
A holistic conceptual model on the consequences of the different consumption experience dimensions is tested. Until now, most of the relevant studies on experiences have treated experience as a higher order construct without taking into consideration the different effects of the various experience dimensions. Hence, the present study contributes to research by identifying the most pertinent experience dimensions on post-consumption evaluations, behaviour and intentions of consumers.
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Janet Chang, Sean Hsin-Hung Lin and Li-Sheng Wu
Historically, hot springs have been regarded as hedonic and foodie destinations, yet the antecedents that affect tourists' intentions for local cuisine in hot springs remain…
Abstract
Purpose
Historically, hot springs have been regarded as hedonic and foodie destinations, yet the antecedents that affect tourists' intentions for local cuisine in hot springs remain unexplored. The present study aims to address this knowledge gap by considering the role of nostalgia and hedonic values in tourist food consumption.
Design/methodology/approach
Data were collected from 315 domestic tourists by intercept surveys conducted in the Beitou Hot Spring, Taiwan. Covariance-based structural equation modeling (SEM) and bootstrapping were used to test the hypotheses as well as mediating effects.
Findings
Nostalgia positively influences hedonic values, which affect tourists' intentions for local food consumption. Unexpectedly, nostalgia does not directly influence tourists' preferences due to complete mediation through hedonic values.
Research limitations/implications
Given a growing number of young consumers visiting hot springs, hedonic experience is essential and more effective for pulling visitors and stimulating local food consumption than nostalgia vibes are. Cross-cultural samples and qualitative research are suggested for future studies.
Originality/value
The study demonstrates different levels of nostalgia in different ages. It highlights the mediating role of hedonic values between nostalgia and tourists' intentions for local cuisine in the hot spring destinations, which has been overlooked in previous studies. Originality is also established by simultaneously investigating hedonic values and behavioral intentions within the context of food tourism.
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Tao Wen, Tong Qin and Raymond R. Liu
The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential…
Abstract
Purpose
The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further.
Design/methodology/approach
The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire survey, and SPSS22.0 and LISREL8.70 are used for data analysis and hypothesis testing.
Findings
The results of the paper show that NE consists of four dimensions in the context of China: atmosphere nostalgia, interpersonal nostalgia, family nostalgia and personal nostalgia. Among these, NE has a significant positive impact on brand trust and brand attachment; further, brand trust has a significant positive impact on brand attachment and plays a partial mediating role in the impact of NE on the latter.
Research limitations/implications
As the nostalgic restaurant industry is the research object, the theoretical model described here may be limited to this specific industry. The potential applicability of the theoretical model to other service industries requires further study.
Practical implications
The results of the paper are helpful in building a good nostalgic experience, increasing consumer trust in restaurant brands, and strengthening the connection between NE and restaurant brand reconstruction.
Social implications
The results of the paper on the impact of NE on brand trust and brand attachment provide a referential basis and guide for services’ companies (e.g. restaurants) to revitalize the services’ brands.
Originality/value
The first contribution is that NE scale is constructed for the nostalgia-themed restaurants. The second contribution is that the paper reveals the mechanism of the impact of NE on brand trust and brand attachment.
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Tim Reisenwitz, Rajesh Iyer, David B. Kuhlmeier and Jacqueline K. Eastman
The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their…
Abstract
Purpose
The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their nostalgia proneness, innovativeness, and risk aversion.
Design/methodology/approach
Data were collected using a convenience sample (n=374) of respondents who were 65 years of age or older. Several scales were used to measure the constructs of interest to the research, all of which have been used in earlier research.
Findings
Results revealed that those seniors with higher levels of nostalgia proneness used and accessed the internet less, purchased less online, had less online experience and felt less comfortable using the internet. There is also support for the impact of innovativeness on mature consumers' internet use, frequency, online purchases, experience, comfort level with the internet, and satisfaction with the internet. In terms of risk aversion, seniors with more online experience report a lower level of risk aversion to the internet than other mature consumers.
Research limitations/implications
Future research needs to determine if these results can be replicated with a national random sample. Additionally, research is needed to determine what factors increase seniors' experience with the internet.
Originality/value
This study demonstrates that seniors are becoming an increasingly more viable segment for internet marketers.
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The purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and word of…
Abstract
Purpose
The purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and word of mouth were assessed in this study.
Design/methodology/approach
A total of 272 responses were collected from football fans in Singapore. This study conducted partial least squares structural equation modeling (PLS-SEM) to test hypotheses using SmartPLS 3.0.
Findings
Results showed that the paths from nostalgia to value equity, brand equity and relationship equity were significant, whereas the direct influence of nostalgia on revisit intention and word-of-mouth intention was not found. In addition, value equity, brand equity and relationship equity positively affected intentions of revisitation and word of mouth.
Originality/value
The findings contribute to expanding the literature by introducing nostalgia and providing theoretical and practical implications, which enable marketers and managers to predict consumers' behavior and optimize their customer equity.
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Marie‐Cécile Cervellon, Lindsey Carey and Trine Harms
Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into…
Abstract
Purpose
Vintage has been a growing trend in clothing recently, leading to major fashion brands launching collections inspired by vintage pieces or luxury haute‐couture houses digging into their archives to revive past designs. Yet, as this market develops, little is known about the profile of the consumer and the motivations to purchase vintage. This paper aims to explore the veracity of a number of assumptions relating to vintage consumption, equating it to the consumption of used, previously owned clothes by nostalgic prone, environmentally‐friendly or value‐conscious consumers.
Design/methodology/approach
A quantitative approach including structural equation modeling (SEM) was employed in this research using data collected from 103 women (screened on past second‐hand purchases). Vintage clothes were defined as pieces dating back from the 1920s to the 1980s. Second hand clothes were defined as modern used clothes.
Findings
The results show that the main antecedents to vintage consumption are fashion involvement and nostalgia proneness as well as need for uniqueness through the mediation of treasure hunting. In contrast, second‐hand consumption is directly driven by frugality. Eco‐consciousness plays an indirect role through bargain hunting. In essence, the thrill of the hunt is present for vintage and for second hand consumption. Yet, while vintage consumers shop for a unique piece with history, second‐hand consumers shop for a unique piece at a good price. Additionally, the main characteristics of vintage fashion consumers are a higher level of education and higher income whereas age is not directly related to the purchase of vintage pieces.
Originality/value
The paper discusses the relevance of second‐hand stores repositioning as vintage based on vintage and second‐hand consumers' profiles. Also, the need to educate consumers on the role of second‐hand consumption in a pro‐environmental lifestyle is highlighted.
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