Search results

This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).

A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.

The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.

The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.

The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

This study aims to use a theoretical-based case study of two distinct ownership groups of the Jack Daniel’s brand to explore how rhetorical history (i.e. malleability of the past for strategic goals) may evoke and capitalize on different forms of nostalgia. Within, the authors configure four forms of nostalgia (i.e. personal, historical, collective and cultural) from the individual or collective interaction and level of direct experience one has with the past as lived or happened.

This study uses an historical research approach which involved the identification of primary and secondary sources, facility tour, source criticism and triangulation to create themes of rhetorical history infused with nostalgic narratives using compelling evidence through rich description of this fusion.

The findings reveal how nostalgia-driven narratives reflecting different collective longing for the re-creation of an American Paradise Lost used by Jack Daniel (i.e. the man) and later but differently by Brown-Forman. This study uncovers how the company’s inherited past was used rhetorically throughout its history, beginning with the nostalgic story of Jack Daniel and the distillery’s nostalgically choreographed location in Lynchburg, Tennessee. This study delves into this setting to highlight the importance of symbols, details, emotional appeals and communications for collective memory and identity development and to showcase the ways in which they are influenced by different types and forms of nostalgia.

This study adds to a limited number of studies focused on understanding the impact of founders on an organization’s brand and how that is malleable. This study responds to scholarly calls to study the influence of sequenced historical rhetoric on an organization and highlight the relevance of social emotions such as nostalgia for rhetorical history. Finally, the theoretical contribution involves the advancing and construction of a theory typology of nostalgia previously proposed by Havlena and Holak in 1996.

This study elucidated the connections among the influence of Singaporean hawkers, local gastronomy involvement, and the three dimensions of authenticity (objective, constructive, and existential). Furthermore, it investigates how personal nostalgia affects the cultural identity of hawkers.

A self-administered questionnaire was created to assess hawker influence, gastronomy involvement, authenticity, personal nostalgia, and hawker cultural identity. Survey data was gathered from 401 Singapore residents aged 18 and older.

Results of the structural equation modeling revealed various significant aspects of hawker influence, including physical and social environments, uniqueness and cultural significance, and hygiene and food safety. Hawker influence and local gastronomy contributed to objective authenticity, which, in turn, affected constructive and existential authenticity, ultimately shaping personal nostalgia and hawker cultural identity.

The study offers guidance for stakeholders in sustaining hawker culture, emphasizing authenticity’s role and the importance of nostalgia in identity formation. By aligning with the progressive nature of Singapore, these implications aim to ensure the continued thriving of this invaluable legacy for generations to come.

The study affirms relationships between hawker influence, local gastronomy involvement, and authenticity constructs. It emphasizes the hawker’s role and gastronomy involvement in influencing individuals’ perceived authenticity and accentuates the potential for authenticity in strengthening national branding.

The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying.

A total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to assess the psychometric properties of the scales and estimate model path coefficients. A multi-group analysis was conducted to test if the path coefficients in the research model varied across genders.

This study found that nostalgia had a positive influence on consumers’ conspicuous consumption, which in turn had a positive impact on their impulse buying of sport products. The results of the multi-group analysis also revealed significant differences across gender groups in that the impacts of nostalgia on conspicuous consumption and impulse buying were stronger for male consumers.

This study forges new ground by investigating the intricate dynamics among nostalgia, conspicuous consumption, and impulse buying in the context of sport. By delving into the relationships between them and exploring gender disparities in their effects, this study enhances our understanding of the pivotal role nostalgia plays in shaping consumer behavior in sport. In addition, the identification of gender-specific patterns underscores the significance of tailored marketing approaches for effectively engaging both male and female consumers. Overall, this study presents fresh perspectives that can inform the development of targeted marketing strategies for sport marketers and retailers aiming to optimize their offerings and promotional endeavors.

Previous studies have proven the significant influence of nostalgia on tourists' perceptions, intentions, and behaviors. While much of the research has focused on nostalgia as a motivator for destination choice in the pre-trip stage, fewer studies have explored the effects of nostalgia experienced during visits on other behavioral intentions beyond revisit intention. This paper aims to fill this gap by examining the impact of nostalgic emotion experienced at tourist destinations on behavioral intentions, specifically pro-sustainable behavioral and word-of-mouth (WOM) intentions through destination image.

This study developed a conceptual model grounded in existing literature and empirical research on nostalgia and consumer behavior. Data were gathered from international tourists via surveys conducted in Hue City, a UNESCO World Heritage Site. The hypotheses were tested using structural equation modeling (SEM) with Amos 23.0.

The research results reveal that nostalgic emotion positively impacts destination image and WOM intention. Destination image correlates positively with both pro-sustainable behavioral intention and WOM intention. Destination image serves as a mediator in the relationship between nostalgic emotion and WOM intention. Theoretical and practical implications are also discussed in the current work.

The findings of this research provide guidance for nostalgic elements to be integrated into tourism experiences and marketing campaigns to enhance tourists' emotional connections, thereby improving the destination’s overall appeal. Additionally, while nostalgia does not directly foster pro-sustainable behavioral intentions, a positive destination image can influence these behaviors, suggesting that sustainable tourism strategies should also focus on strengthening the destination’s image.

This paper contributes to both theoretical advancements and practical applications in the field of tourism psychology and marketing by shifting the focus from nostalgia as a motivator for destination choice in the pre-trip stage to exploring the effects of nostalgic emotions experienced during visits on behavioral intentions beyond revisit intentions.

Heritage tourism is an increasingly popular form of tourism that allows individuals to connect with the past and immerse themselves in cultural and historical narratives. Hence, the purpose of this study is to explore the intricate relationships among vicarious nostalgia (VNOS), memorable tourism experiences (MTEXs) and their collective influence on tourists’ behavioral intentions (BINTs). Additionally, this study examines the moderating effect of social return (SN) in the context of heritage tourism.

Data were gathered using a self-administered questionnaire from 259 tourists visiting heritage sites in Jaipur. The proposed model was tested using structural equation modeling.

The results confirmed that VNOS had a significant positive impact on BINT in the context of heritage tourism. The causal relationship between VNOS and BINT was fully mediated by MTEX. The results further verified that the presence of SN strengthens the association between MTEXs and BINT.

This research will guide the firms associated with heritage tourism to target specific cohorts interested in heritage tourism. Policymakers may find it easier to create unique offerings and packages that appeal to visitors interested in historical sites and produce memorable travel experiences. One key implication is to create “social media friendly spaces” at different locations of the sites. To increase tourism, managers may use the findings from this research to create plans for the ethical promotion and protection of cultural and natural heritage sites.

Overall, this research advances the understanding of the role of VNOS in heritage tourism by elucidating its cognitive and emotional aspects and their subsequent influence on the memorability of tourist experiences and BINT s. Additionally, by considering the moderating effect of SN, this study provides a comprehensive view of how these factors collectively shape tourists’ decisions and actions in the context of heritage destinations. This research has been conducted in the heritage city of Jaipur (North-Western India), which, surprisingly – despite its popularity as a heritage tourism site – has not been sufficiently explored in the scholarly research.

This study aims to investigate the motivations behind visiting music performers’ attendance at a music festival in the context of a rural Japanese island and how these motivations are connected to community revitalization within the framework of social exchange theory.

Participant observation and 20 in-depth semi structured interviews were conducted with the visiting musicians at the Kurahashi East-West Music Festival on Kurahashi-jima in Hiroshima Prefecture. A qualitative analysis approach using thematic coding, grounded in social exchange theory, was employed to examine the perspectives of the participants.

The findings identified seven key themes related to motivation: performing and interacting with fellow musicians, for leisure performing or “fun”, providing a cultural experience to the community, participating for tourism purposes, because of sense of belonging to the destination, to collaborate with a prominent musician, and loyalty and commitment to a performance group. The results demonstrated that leisure performance and musician interaction were the most dominant themes in terms of motivation, while the importance of the other themes varied.

By employing social exchange theory at a micro-level, this study delved deeper into the motivations perceived by visiting performing musicians at music festivals and their implications for community revitalization. The insights gained from this research provide valuable implications for festival organizers, performers and community leaders to tailor music festivals for community revitalization.

The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.

The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.

The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.

Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.

To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.

This study aims to identify motivations for visiting Kyoto's prominent religious attractions using latent Dirichlet allocation (LDA) text analysis of online reviews; establish linkages between push motivational factors and pull factors of the religious sites, forming distinct tourist typologies; and suggest strategies for Kyoto's destination marketing based on the findings.

This study analyzed 37,772 TripAdvisor reviews for Kyoto's top 25 religious sites from the pre-pandemic period (March 2020). LDA topic modeling extracts 18 underlying thematic dimensions from the review texts. Axial coding of these dimensions revealed five distinct tourist motivation typologies.

Five motivation typologies emerged: cultural seekers drawn to Japan's unique heritage, nature lovers attracted by scenic landscapes, chrono-seasonal experiencers seeking distinct seasonal views, crowd-avoiders prioritizing less congested visits and city wanderers engaging in local activities.

The findings offer valuable guidance for destination marketers and managers in Kyoto, enabling the development of targeted strategies to enhance visitor experiences and manage overcrowding at popular religious sites.

This research provides novel insights into nonreligious tourists' motivations for visiting religious sites in a crowded destination. By identifying distinct motivation-based tourist typologies, the study informs strategies for enhancing visitor experiences tailored to diverse needs, contributing to tourism literature and practical destination management.