Childhood brand nostalgia: A new conceptualization and scale development

Shields, Allison B; Johnson, Jennifer Wiggins

doi:10.1002/cb.1578

Cited by 33 publications

(34 citation statements)

References 31 publications

(41 reference statements)

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“…Similarly, others have looked at how nostalgia contributes to immigrants’ level of excitement about the success of their hometown sport teams (Yamamura, 2017) as well as consumers’ degree of patience (Huang, Huang, & Wyer, 2016). Also, there have been efforts to develop a scale for nostalgia in different contexts such as nostalgic feelings toward specific brands (Shields & Johnson, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

Cho

Joo

Woosnam³

2020

Journal of Hospitality & Tourism Research

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This study evaluated the cross-cultural generalizability of the Nostalgia Scale for Sport Tourism (NSST), which was originally developed and examined in the context of football tourists in the United States. Data were collected from baseball tourists in South Korea, and multilevel confirmatory factor analysis and multilevel structural equation modelling were used for data analysis. Results supported the reliability and the validity of the scale both at individual and group levels, revealing an identical five-factor structure across the 29-item scale. Additionally, this study found a significant effect of sport nostalgia on revisit intention both at individual and group levels. The findings indicate that the NSST is applicable in understanding sport tourists’ nostalgia across different sport and cultural settings. Implications and suggestions for future nostalgia research are also discussed.

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Section: Literature Reviewmentioning

confidence: 99%

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

Cho

Joo

Woosnam³

2020

Journal of Hospitality & Tourism Research

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“…First, it could be the case of an omitted variable bias (unknown important variable influencing CFIP and USE is missing) which could cause this relationship to be significant and positive. Secondly, CBN as a construct is relatively new and not widely tested in other contexts [41]. We could also observe relatively high values for the ICR for our sample, indicating that the four items of CBN are content-wise too similar to each other.…”

Section: Discussionmentioning

confidence: 68%

“…Nostalgia as an object of scientific investigations mainly originates from the field of psychology [38,39] and marketing [40,41]. During the course of the last century, the meaning of nostalgia changed from being a seen as a negative individual afflication to a positive one.…”

Section: Nostalgia Induces a Positivity Biasmentioning

confidence: 99%

“…Therefore, when choosing a fitting operationalization of nostalgia, we need to account for the fact that it can represent a franchise or brand and that the individuals were children at the time of creating nostalgic feelings. Thus, we adapt the "childhood brand nostalgia" (CBN) construct [41] for operationalizing nostalgia. This construct satisfies the criteria outlined before and the respective literature shows its validity and reliability.…”

Section: Nostalgia Induces a Positivity Biasmentioning

confidence: 99%

“…. ] a positively valenced emotional attachment to a brand because of the brand's association with fond memories of the individual's non-recent lived past" ( [41], p. 362).…”

Section: Nostalgia Induces a Positivity Biasmentioning

confidence: 99%

See 2 more Smart Citations

Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias

Harborth

Pape

2020

Future Internet

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Pokémon Go is one of the most successful mobile games of all time. Millions played and still play this mobile augmented reality (AR) application, although severe privacy issues are pervasive in the app due to its use of several sensors such as location data and camera. In general, individuals regularly use online services and mobile apps although they might know that the use is associated with high privacy risks. This seemingly contradictory behavior of users is analyzed from a variety of different perspectives in the information systems domain. One of these perspectives evaluates privacy-related decision making processes based on concepts from behavioral economics. We follow this line of work by empirically testing one exemplary extraneous factor within the “enhanced APCO model” (antecedents–privacy concerns–outcome). Specific empirical tests on such biases are rare in the literature which is why we propose and empirically analyze the extraneous influence of a positivity bias. In our case, we hypothesize that the bias is induced by childhood brand nostalgia towards the Pokémon franchise. We analyze our proposition in the context of an online survey with 418 active players of the game. Our results indicate that childhood brand nostalgia influences the privacy calculus by exerting a large effect on the benefits within the trade-off and, therefore, causing a higher use frequency. Our work shows two important implications. First, the behavioral economics perspective on privacy provides additional insights relative to previous research. However, the effects of several other biases and heuristics have to be tested in future work. Second, relying on nostalgia represents an important, but also double-edged, instrument for practitioners to market new services and applications.

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Can we get back together? Measuring brand relationship breakup

Lopez

2020

J of Consumer Behaviour

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The phenomenon of consumers developing relationships with brands is well documented. However, few researchers have addressed the brand relationship breakup process. Since consumers choose to break up with brands for several reasons, the purpose of this study is to better understand brand relationship breakups and reconciliation through the development and validation of a measure of the valence of the brand relationship breakup (i.e., how positively, negatively, or neutrally the consumer perceives the brand relationship breakup). The findings indicate that a more positive brand relationship breakup makes consumers more prone to reconcile with the brand and less likely to spread negative word of mouth. In addition, consumer desire for vengeance mediates this relationship. Finally, this paper explores how the valence of a brand relationship breakup influences the type of recovery strategies a company should use to reestablish the brand relationship with the consumer.

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Childhood brand nostalgia: A new conceptualization and scale development

Cited by 33 publications

References 31 publications

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

Cross-cultural Validation of the Nostalgia Scale for Sport Tourism (NSST): A Multilevel Approach

Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias

Can we get back together? Measuring brand relationship breakup

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