Nostalgia advertising and young Indian consumers: The power of old songs

Chou, Hsuan‐Yi; Singhal, Divya

doi:10.1016/j.apmrv.2016.11.004

Cited by 20 publications

(16 citation statements)

References 71 publications

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“…Psychology and consumer behaviour research on nostalgia has associated three forms of psychic distances to nostalgic brand relationship dimensions (NBRDs). Social distance is linked to social connectedness, spatial distance emphasizes the thought of certain events and places and temporal distance is connected with longing for bygone days or college life (e.g., Chou & Singhal, 2017). The above‐mentioned rationale offers a sound basis for investigating the influence of NBP on NBRDs.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

Gilal

et al. 2021

Int J Consumer Studies

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Drawing on construal level theory, basic psychological need‐candidate theory and gender schema theory, this study aims to develop a multilevel framework that explains how nostalgic brand positioning increases brand equity via nostalgic brand relationship dimensions (i.e., brand passion, brand local iconness and brand authenticity). Moreover, we posit that brand innovativeness and customer gender are important boundary conditions for these indirect effects of nostalgic brand positioning on brand equity through the nostalgic brand relationship dimensions. To this end, a convenience sample of N = 1,171 respondents was used to inspect the hypotheses in settings relating to the fast‐moving consumer goods industry. Results show a positive indirect effect of nostalgic brand positioning on brand equity through brand passion, brand local iconness and brand authenticity. Moreover, moderation results reveal that the effect of nostalgic brand positioning on brand passion and brand authenticity was more salient when brand innovativeness was lower; however, for brand authenticity, the effect was more pronounced when brand innovativeness was higher. Similarly, findings relating to the moderation effect of customer gender indicate that nostalgic brand positioning has a greater effect on brand passion and brand authenticity for females than for their male counterparts. Conversely, for brand iconness, the effect was equally important for both males and females. The practical and theoretical implications of these findings are provided and limitations are acknowledged.

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Section: Hypotheses Developmentmentioning

confidence: 99%

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

Gilal

et al. 2021

Int J Consumer Studies

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“…They will directly oppose and state that its sole aim is to entertain the audience. 19,20 Well, its fine on their parts as in the end money speaks more than the opinions or self-respect of person. But it's unfortunate to see women whom we consider as changing the face of such situations get themselves dragged or become part of such item numbers because of higher opportunities and greed.…”

Section: Results and Analysismentioning

confidence: 99%

Representation of Female Characters through Item Songs in Selected Hindi Movies

Kapoor

2018

IJSSH

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The research aims to show how Item songs in Hindi Cinema have degraded its language and how they project women as mere objects. These Item Songs are not directly related to the story but to fetch audience and crores at Box-Office, several filmmakers place item numbers in the movies. Item songs present women in filthy clothes, vulgar lyrics, and their body parts are presented inappropriately. Dance moves and the way of presentation of these songs make it more obscene. Initially, actresses who played vamps on screen or appear for guest appearances in movies used to feature in such songs. But nowadays leading actresses also get featured in such songs as it gives rise to their career. Therefore this research focuses on the point that item songs are meant for entertainment, not for the objectification of women, and hence presentation and projection of women in Hindi movies should be changed more positively.

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“…This experiment-based research was conducted in a specific country, which is considered a purely collectivist society based on Hofstede’s (1980, 2001) cultural typology. Extant literature on advertising has demonstrated that the effect of brand endorsers on consumer behavior is stronger in collectivist countries (Gilal et al , 2020a; Chou and Singhal, 2017). Therefore, practitioners should cautiously consider the framework of the current research, because the findings may not be generalizable in different cultural values (e.g.…”

Section: Discussionmentioning

confidence: 99%

“…The young population allocate huge amounts of their time to online social network sites and are the most favorable to engage in campaigns and business events with a focus on both marketer-generated content and consumer-generated content (Davari et al , 2017). Marketers always consider millennials as an important segment, not only because they are profitable, but also because many of the consumption behaviors of young shoppers that will be held throughout their lifetimes are shaped at this time (Chou and Singhal, 2017). Young respondents are, therefore, a pertinent segment of the market to engage with to investigate brand resurrection, having identified their roles as key drivers behind these resurrection movements and their tremendous passion for digital media usage and online engagement (Andersson and Arnvaller, 2017).…”

Section: Study 1: Methodsmentioning

confidence: 99%

The role of endorsers in bringing defunct brands back to life: theory and evidence

Gilal

Zhang

et al. 2020

JPBM

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Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life. Design/methodology/approach Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro. Findings Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role. Practical implications The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM. Originality/value To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

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Nostalgia advertising and young Indian consumers: The power of old songs

Cited by 20 publications

References 71 publications

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

Representation of Female Characters through Item Songs in Selected Hindi Movies

The role of endorsers in bringing defunct brands back to life: theory and evidence

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