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Acknowledgements: The first author received a CEFAG grant to fund him as a visiting scholar at The University of Washington Tacoma. He would like to thank the FNEGE (Fondation Nationale pour l'Enseignement de la Gestion des Entreprises) for its financial support in this research.

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Keywords:Brand heritage Branding Nostalgia Regulatory goal focus Brand attachment Brand Trust This paper examines the consequences of brand heritage. It integrates and builds on previous qualitative studies by developing a nomological network examining: (a) the consequences of brand heritage; (b) its impact on purchase intention; (c) the moderating role of regulatory goal focus and (d) the mediating role of trust, positive emotions, brand attachment and commitment. The research progresses from discovery-oriented exploration, to an experimental examination of the effect of brand heritage (Study 1), to an examination of the mediating variables between brand heritage and purchase intention (Study 2). The findings indicate that brand heritage positively impacts purchase intention, especially for consumers with a low promotion focus, and that brand heritage inspires positive emotions, engenders trust, and facilitates brand attachment and commitment. Theoretical and managerial implications are presented.

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Eighteen patients fulfilling DSM-III criteria for both major depression and dementia were matched by age and sex to patients with a diagnosis of irreversible dementia and patients with a diagnosis of major depression. A past history of depression, self reports of depressed mood, self blaming, hopeless and somatic delusions, an appetite disturbance and subacute onset identified the patients suffering from dementia caused by depression. Two year follow-up confirmed the initial diagnosis and demonstrated that coexisting cognitive impairment and major depression are not usually precursory to a progressive dementing illness.

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