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1 – 10 of over 3000Heetae Cho, Weisheng Chiu, Hyoung-Kil Kang and Hyun-Woo Lee
The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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Thi Thanh Thao Nguyen and Thi Dung Hanh Duong
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento and Lia Zarantonello
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…
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo and Guy Faulkner
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Krystine I. Batcho, Michael Hviid Jacobsen and Janelle L. Wilson
The utterly un-nostalgic person is probably a non-existent being. At both a personal and collective level, we explore how nostalgia is experienced and in demand during times of…
Abstract
The utterly un-nostalgic person is probably a non-existent being. At both a personal and collective level, we explore how nostalgia is experienced and in demand during times of transition, disjuncture, conflict and uncertainty. This chapter explores the emotion of nostalgia and connects it specifically to the current corona pandemic – the challenges of lockdowns and social distancing measures on interaction, feelings of loneliness and a generalised sense of uncertainty and despair, and also a rise of nostalgia as a possible response to these challenges. The predominant view of nostalgia put forth in this chapter is that nostalgia has the capacity to provide a great deal of benefit (meaning, hope, direction and purpose) to individuals, groups, institutions and societies at large. Indeed, nostalgia can be a tranquil feeling in a fearful world. We relate nostalgia to studies and experiences from the pandemic period and speculate on how the so-called ‘corona crisis’ may impact feelings of nostalgia in the post-pandemic world – perhaps even a nostalgia and longing for the pandemic period itself.
If the corona pandemic has in fact sparked a new (or renewed) interest in nostalgia in contemporary society due to the corona pandemic, it may indeed prove to be a positive thing, particularly if it makes it easier for people to deal with current feelings of adversity and anxiety. We suggest the nostalgia mood that is generated and perpetuated by the continuing twists and turns of the corona pandemic may – in the short and long run – prove useful in coping with and giving meaning to the problems and perplexing circumstances of life, rather than being a regressive phenomenon. Perhaps, something good may, in the end, grow from something bad?
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The study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also…
Abstract
Purpose
The study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also examines how shared beliefs impact tourists’ nostalgia. Further, it examines whether nostalgia affects choice deferral and revisit intentions. Finally, it investigates how moderation of place attachment strengthens the link between shared beliefs – devotion, concerns, entertainment and nostalgia.
Design/methodology/approach
The data were collected from 439 inbound tourists, with 272 completing online questionnaires and 167 participating in face-to-face survey. Data analysis was performed using Amos 24.0 and SPSS 25.0, employing structural equation modeling (SEM) and the PROCESS macro.
Findings
The findings suggest that perceived psychological and social risk negatively impacts tourists' shared beliefs – devotion, concerns and entertainment – which positively impacts nostalgia. Positive nostalgic association boosts revisit intention and hampers choice deferral. The data also show how strong place attachment strengthens the relationship between shared beliefs – devotion, concerns and entertainment – and tourists’ perceived nostalgia.
Research limitations/implications
This work contributes to information behavior using S-O-R theory. It analyzes the psychological and social risks of destination visits and how nostalgia affects shared beliefs and revisit intentions. Management and policymakers at destination enterprises can use the findings to design measures to enhance revisit intentions despite risk considerations.
Originality/value
Pakistan's destination tourism is underutilized amid its religious and cultural heritage significance. The literature has ignored how perceived psychological and social risk affects travelers' shared beliefs and nostalgic feelings. Thus, this study suggests and validates these linkages utilizing stimulus-organism-response (S-O-R) theory in Pakistan's unique environment with inbound tourists.
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Examining emotional solidarity that drives tourists’ nostalgia has received significant attention, offering valuable insights that can aid in the selection of a travel…
Abstract
Purpose
Examining emotional solidarity that drives tourists’ nostalgia has received significant attention, offering valuable insights that can aid in the selection of a travel destination. However, tourists’ nostalgia, along with its antecedents—perceived safety risk and emotional solidarity, has gained less attention within the setting of Pakistan. Therefore, this research has been carried out and validated a research framework using the stimulus-organism-response model to investigate the links between perceived safety risk, emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding, perceived nostalgia, and destination advocacy intentions. In addition, this model employed destination attachment—place identity and place dependence—as a boundary condition on the relationships between emotional solidarity and advocacy intentions.
Design/methodology/approach
This study collected 545 responses through two methods: offline distribution of print copies of the questionnaire and online surveys from domestic tourists who visited scenic destinations last year. Structural equation modeling (SEM) was performed using AMOS 26, and the PROCESS macro was conducted using IBM SPSS 28.
Findings
The findings highlighted that perceived safety risk negatively influences emotional solidarity—welcoming nature, emotional closeness, sympathetic understanding—, resulting in a positive effect on perceived nostalgia. Furthermore, tourists’ perceived nostalgia positively triggers advocacy intentions. The findings also confirmed the boundary conditions of destination attachment—place identity and place dependence—on the association between emotional solidarity and perceived nostalgia.
Practical implications
Three major practical implications of these findings: First, ensuring visitor safety with smart security measures, digital tools for quick response, and local community involvement. Second, highlighting local markets, art, and architecture to enrich cultural experiences and promote accessibility and diversity. Finally, using marketing to generate nostalgic experiences through local collaborations, professional storytelling, and engaging social media content to build emotional ties and curiosity.
Originality/value
In terms of originality, this is pioneering research intended at developing and validating the model in the context of Pakistani destinations. Furthermore, this marks the initial step in examining the proposed relationships between perceived safety risk and emotional solidarity in fostering tourists' perceived nostalgia, ultimately leading to a strong desire to advocate for the destination.
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Berivan Tatar, Büşra Müceldili and Oya Erdil
The spread of technology usage and the increasing popularity of network technology have formed a basis for alternative working systems as virtual teams and teleworking in the…
Abstract
Purpose
The spread of technology usage and the increasing popularity of network technology have formed a basis for alternative working systems as virtual teams and teleworking in the working environment. However, social relations have weakened in these working systems and loneliness has become a common emotion in the workplace. Hence, the concept of loneliness has attracted significant interest in recent years. Yet, despite this interest, research examining loneliness in the workplace is limited in the literature. This study aims to investigate the role of workplace loneliness on intrinsic motivation and the effect of intrinsic motivation on employee well-being through the moderating role of organizational nostalgia.
Design/methodology/approach
Data were collected from 380 respondents working in different sectors. The hypotheses were tested by using structural equation modeling and PROCESS macro for SPSS.
Findings
Results empirically showed that workplace loneliness negatively relates to intrinsic motivation, intrinsic motivation positively relates to employee well-being, intrinsic motivation mediates the link between workplace loneliness and employee well-being and organizational nostalgia moderates the link between workplace loneliness and intrinsic motivation. Furthermore, organizational nostalgia also moderates the indirect effect of workplace loneliness on employee well-being through intrinsic motivation.
Originality/value
To the best of the authors’ knowledge, this study contributes to the existing literature on workplace loneliness by investigating underlying mechanisms and boundary conditions for loneliness in the workplace.
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Jong-Hyeong Kim, Seongseop (Sam) Kim, Saeid Nosrati and Frank Badu-Baiden
The extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant…
Abstract
Purpose
The extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant service, research on nostalgia-evoking restaurants is significantly lacking. As a result, little is known about customers’ cognitive responses toward nostalgia-themed restaurant stimuli and their influences on customer loyalty behavior. Thus, grounded in an extended stimulus-organism-response model, this study aims to examine the role of nostalgia-evoking restaurant stimuli in explaining an integrated model focusing on nostalgia, in relation to local food consumption value, familiarity with nostalgia-triggering restaurants and loyalty and continued patronage.
Design/methodology/approach
The authors collected data from 544 Taiwanese customers at nostalgia-themed restaurants. Using PROCESS (Model 6), the direct and indirect effect of nostalgia-evoking restaurant stimuli on loyalty and continued patronage were examined.
Findings
The confirmatory factor analysis results showed that five domains of restaurant attributes (i.e., service staff, exterior and interior design, furniture and tableware, local food and atmosphere) are nostalgia-evoking stimuli. The authors also found that these nostalgia-evoking stimuli significantly affected customer loyalty indirectly, through customers’ consumption value and familiarity.
Practical implications
The results of this study help identify the importance of nostalgia-generating cues in nostalgia-themed restaurants and their roles in postpurchase behaviors. The outcomes contribute to an improved understanding of how to exploit nostalgic sentiments in nurturing diners’ consumption value, maintaining customer loyalty and generating greater profits.
Originality/value
To the best of the authors’ knowledge, this is one of the few studies examining restaurant attributes evoking nostalgia and explaining the mechanism by which nostalgia-evoking stimuli affect consumer behavior.
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Huanshu Jiang, Jiaoju Ge and Jie Yao
Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal…
Abstract
Purpose
Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.
Design/methodology/approach
An experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.
Findings
The results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.
Originality/value
This study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.
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