Effects of advertising-evoked vicarious nostalgia on brand heritage

Merchant, Altaf; Rose, Gregory M.

doi:10.1016/j.jbusres.2012.05.021

Cited by 161 publications

(162 citation statements)

References 45 publications

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“…The myth is built to defend individuals from the world and in particular provides safety in response to the challenge for survival (Holt, 2003;2004;Levi-Strauss, 2013). Similarly, fashion brand creates a sense of safety in respect of individual self and others (Merchant and Rose, 2013). The myth is creation of a divine meaning of the world with the goal of defending humans from threat, pain, and death (Levi-Strauss, 2013).…”

Section: Mythopoesis Of Fashion Brand: a Parallelism Between Fashion mentioning

confidence: 99%

“…Similarly, brands build a symbolic meaning through which individuals feel coated, protected from chaos and threats of relative symbolic context (Holt, 2003;2004;LaTour et al, 2010). Furthermore, brand identity communicates symbolic meanings and creates a sense of safety and stability in an uncertain context (Merchant and Rose, 2013). The search for transcendence is the most common trait between the myth and the brand: both of them are interpreted as pro tempore remedy against anonymity, pain, and death (Holt, 2003;2004;LaTour et al, 2010;Levi-Strauss, 2013).…”

Section: Mythopoesis Of Fashion Brand: a Parallelism Between Fashion mentioning

confidence: 99%

“…Therefore, an opportunity for heritage marketing is to communicate the myths associated with corporate or brand identity. According to the Cambridge dictionary, heritage can be defined as "features belonging to the culture of a particular society, such as traditions, languages, or buildings, which come from the past and are still important" (Merchant andRose, 2013, p. 2620). This expression describes the whole patrimony that has been transmitted from the past to nowadays, thus defining the identity of a population, a territory or a social group (Marani and Pavoni, 2006).…”

Section: Heritage Marketingmentioning

confidence: 99%

“…Recently, the term heritage has been introduced in the studies of management and marketing. In these contexts, in fact, it is possible to address the following expressions: heritage management, heritage marketing, brand heritage, and corporate heritage (Misiura, 2005;Balmer et al, 2006;Urde et al, 2007;Montemaggi and Severino, 2007;Balmer, 2011;Hudson, 2011;Wiedmann et al, 2011;Merchant and Rose, 2013). In addition, companies have started to pay more attention to their history and heritage in order to increase awareness and knowledge both toward internal and external stakeholders, aiming to obtain competitive advantages (Misiura, 2005).…”

Section: Heritage Marketingmentioning

confidence: 99%

“…The expression heritage describes the complex patrimony of everything the past has transmitted to nowadays, defining the identity of a population, a territory or a social group (Marani and Pavoni, 2006). Heritage is a symbolic patrimony that from the past generates the present (Lowenthal, 1998;Merchant and Rose, 2013). However, at the same time, heritage also threatens to block and prevent access to the future.…”

Section: Introductionmentioning

confidence: 99%

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The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

Boccardi¹,

Ciappei²,

Zollo³

et al. 2016

IBR

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This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers' experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and 'mythopoesis' -the creation of a myth through repetitive narrative -and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.

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Section: Mythopoesis Of Fashion Brand: a Parallelism Between Fashion mentioning

confidence: 99%

Section: Mythopoesis Of Fashion Brand: a Parallelism Between Fashion mentioning

confidence: 99%

Section: Heritage Marketingmentioning

confidence: 99%

Section: Heritage Marketingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

Boccardi¹,

Ciappei²,

Zollo³

et al. 2016

IBR

View full text Add to dashboard Cite

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Persuasive Mechanisms of Nostalgic Brand Packages

Orth

Gal

2013

Applied Cognitive Psychology

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Two studies investigate the relationships between consumers' involuntary autobiographical memories evoked by visual cues on brand packages, their judgments of authenticity, emotion, and behavioral intention. Study 1 employs actual brand packages to show that two forms of authenticity, indexicality (a genuine historic link to the past), and iconicity (a symbolic link) influence behavioral intention through the diverging emotion elicited by nostalgic memories and perceived persuasive intent. Study 2 replicates effect with more abstract package stimuli from another product category and demonstrates an attenuating effect of cognitive load on consumer perception of persuasive intent. These findings contribute to the literature by the following: (i) disentangling the knotted emotional and mnemonic structure of nostalgia in commercial contexts; (ii) providing convergent empirical evidence for the divergent roles of indexicality and iconicity as two previously under-researched visual properties; and (iii) highlighting autobiographical memories and perceived persuasive intent as important mediators of effects on emotion.

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A trip down memory lane: Antecedents and outcomes of ad‐evoked nostalgia on Facebook

Youn

2020

J of Consumer Behaviour

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Integrating the theories of nostalgia and consumer‐brand relationships, this study developed and tested a theoretical model for understanding ad‐evoked nostalgia within the context of Facebook. Online survey data (n = 395) were collected using Amazon MTurk to disentangle the relationships between antecedents, ad‐evoked nostalgia, and outcomes. An analysis of the structural model revealed that the need to belong and nostalgia proneness had positive, direct effects on ad‐evoked nostalgia, which subsequently affected self‐brand connections and brand engagement behaviors on Facebook. Facebook use intensity was not found to influence ad‐evoked nostalgia. Theoretical and managerial implications, along with future research directions, were discussed.

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Effects of advertising-evoked vicarious nostalgia on brand heritage

Cited by 161 publications

References 45 publications

The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

Persuasive Mechanisms of Nostalgic Brand Packages

A trip down memory lane: Antecedents and outcomes of ad‐evoked nostalgia on Facebook

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