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Integrating the theories of nostalgia, brand personality, and consumer‐brand relationships, this research examined the power of nostalgia in explaining brand personality dimensions and five relational constructs. Online survey data across two separate studies (n = 374 for both studies) with two different sets of nostalgic and non‐nostalgic brands was collected via Amazon MTurk with U.S. based participants to unravel relationships between constructs. The data analysis revealed that nostalgic brands received stronger ratings on the brand personality dimensions of sincerity, excitement, and competence in both studies. In other words, the nostalgic status of brands served as a differentiator to account for the strength of brand personality dimensions. Nostalgic brands also showed stronger brand attachment, self‐brand connections, separation distress, relationship quality, and brand engagement behaviors on social media rather than non‐nostalgic brands. These findings provide the utility of nostalgia as a marketing communication tactic that can enhance important brand‐related outcomes. Furthermore, the sincerity and excitement brand personality dimensions appeared to be important mediators to explain the link between the nostalgic status of brands and relational outcomes in both studies. Theoretically, this research advances our knowledge of the theoretical mechanism behind how the nostalgic status of brands elucidates consumer‐brand relationships by exploring the mediating role of perceived brand personality. Practically, the findings provide strategic insights into the power of channeling nostalgia in retro‐marketing campaigns by maintaining or emphasizing brand personality (e.g., sincerity, excitement, or competence), which leads to desired relational marketing outcomes.

Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalisation is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalisation and online impulse buying tendency on social media. This study provides insights about the significance of personalisation on social media as an antecedent of customers' online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalisation of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalisation of social media ads on perceived relevance, which subsequently predicted customers' online impulse buying tendency. Results also indicate the impact of perceived personalisation on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed.

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer's life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention. Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.