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The purpose of this paper is to investigate the impact of store characteristics (i.e. product availability, product quality, store layout, employee politeness, décor, music, lighting, and aroma) on the various dimensions of in-store leisure shopping experience (i.e. hedonic, flow, escapism, challenge, learning, socialising, and communitas).

In order to achieve the study’s objectives, a quantitative on-site survey was conducted. Respondents were interviewed upon exiting fashion retail stores.

Findings indicate that not all store characteristics impact the various dimensions of experience in the same way. Product quality and in-store music were found to be the most important in-store characteristics that affected the majority of experience dimensions. Other important store attributes that emerged were store layout and ambient scent. Conversely, product range actually had a negative impact on in-store experience.

By orchestrating the most influential in-store characteristics, fashion retailers could be delivering unique in-store experiences to their customers. This research shows that they would benefit from designing experiential strategies that focus on merchandise quality, price, and availability while simultaneously carefully managing ambient (music and scent) alongside design factors (store layout and décor). Careful consideration should be paid to merchandise variety in order to avoid potentially negative effects on customers’ shopping experience.

Until now most studies that document the relationship between store elements and shopping experiences have examined the effects of store characteristics on a limited number of experience dimensions. This study adds to the body of research into in-store leisure shopping experience in two ways: by shedding light on its multi-dimensional nature, and by analysing the effect of the different store elements on the various components of the in-store experience.

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

The purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator along with social connectedness and past orientation. Specifically, the study is based upon a framework to explore the outcomes of sharing economy through an individual's green consumption behavior from the perspective of mortality anxiety.

Quantitative research technique was employed by collecting data from 537 households through snowball sampling. The model was tested using partial least squares (SEM-VB). The validity of the theoretical and measurement model was assessed.

The results revealed that nostalgia positively influences social connectedness and past orientation, whereas social connectedness and past orientation accelerate green consumption. However, it was confirmed that nostalgia decreases green consumption.

The drivers of sharing economy lead toward environmentally friendly consumer behavior by providing opportunities for different agents to increase the usage of shared consumption. The model can be improved by introducing other mediating variables to enrich understanding.

The study may provide opportunities for practitioners and the government to identify the key factors in a sharing economy, specifically with reference to green consumption and social connectedness. It is predicted that it will help reduce environmental deterioration.

This study identifies the role of mortality anxiety and nostalgia toward green consumption, predominantly in the context of a sharing economy. It is a forward to collaborative consumption.

The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and scholars to understand nostalgia formation among consumers, this study tracks the evolution of nostalgia concepts in the domains of marketing and, more generally, business management. This study aims to highlight the development of a theoretical framework to integrate existing concepts and offer implications based on understanding nostalgia as a phenomenon among consumers as a tool for marketing practice.

This study is descriptive and inductive in nature. The manuscript is designed and positioned as a conceptual study exploring nostalgia’s journey from the domain of psychology to business management. The study synthesizes concepts of nostalgia from psychology, sociology and business management.

The study reveals that nostalgia in the business-management domain is not perceived in the same way as in psychology studies. It has journeyed through different schools of thought and is now used as an impactful marketing practice. The manuscript offers relevant information to marketing practitioners to improve their nostalgia marketing strategies, such as advertising and promotions, retro-branding, crowd-sourcing and culturally oriented practice. Subsequently, the manuscript offers pointers for understanding consumers across the generations and exploring nostalgia and consumption patterns for future research.

The manuscript offers relevant information about nostalgia to marketing practitioners to improve their nostalgia marketing strategies and proposes avenues for future research to the domain scholars.

To the best of the authors’ knowledge, there is no comprehensive paper tracking the journey of nostalgia in business practices and providing directions for future research. This study extends existing literature both by suggesting future research directions and by drawing marketing practitioners’ attention to a conceptual framework for understanding the processes of and relationships with consumer nostalgia, including ways to use consumer nostalgia within marketing practices.

Focuses on one leisure activity enjoyed by a number of elderly consumers, heritage visiting. Drawing on the findings of a study of consumer behaviour at a recreated living industrial museum, the analysis focuses on the behaviour of elderly visitors to the site, with a particular emphasis on how the experience is constructed. Highlights the role of nostalgia as a motivational and experiential factor behind the visit, and distinguishes between two types of nostalgic reaction, “recreational”, and “existential”. The intensity of the reaction is interpreted in the light of the stimulus provided by the museum, and in the context of individual life circumstances such as role loss, disempowerment, social contact, and the degree of personal experience and object familiarity. Concludes by proposing that it is not always the most obvious groups of consumers who offer the greatest opportunity for sustained and repeated visits.

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event.

In total, 220 consumers took part in a pre-test/post-test quasi-experimental within-subject design. Data were analyzed using structural equation modeling.

Findings show that an in-store social event designed to elicit young customers’ surprise and feelings of romantic love might also give rise to a relevant negative emotion such as embarrassment, and that surprise can act as a powerful managerial tool in limiting the negative effects of this negative emotion. Moreover, brand attitude and purchase intention are outcomes of positive emotions elicited by the event.

The study shows that event marketing is an appealing but risky strategy. Evoking surprise is an effective way to manage negative emotions such as embarrassment that can arise unintentionally during an event.

The research contributes to the understanding of the role of contradictory emotions in a specific social experience, namely, the event, and focuses on unplanned and undesired the affective contributions of customers.

The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.

A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.

The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.

This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.

The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions.

The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method.

The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions.

The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions.

Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments.

To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

The purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.

This study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.

The results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.

The study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.

This study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.