Research on the Driving Factors of Collective Nostalgia and the Impact of Collective Nostalgia on National Brand Consciousness

Abstract

Nostalgia is an important factor affecting consumers’ intention and behavior. A lot of previous research on nostalgia has been conducted from the perspective of individuals rather than groups. Then how does group-based collective nostalgia come into being? How will consumers’ collective nostalgia affect their consumption decisions? And what can we do to guide it? By sorting out the relevant literature, this paper attempts to explore the driving factors of collective nostalgia and observe the internal impact of it on national brand consciousness. Furthermore, a mechanism model of collective nostalgia is constructed, and data collection and empirical analysis are carried out by means of a questionnaire. The results show that relative deprivation, social alienation, interpersonal alienation and environmental alienation have significant positive predictive effects on collective nostalgia, while cultural discontinuity and historical discontinuity have no significant predictive effect on collective nostalgia. In addition, collective nostalgia has a positive influence on national brand consciousness; personal identity, social identity and collective identity all play mediating roles between collective nostalgia and national brand consciousness. With the improvement in social emotion, the positive effect of social identity and collective identity on national brand consciousness is strengthened, while the influence of personal identity on national brand consciousness is not significant. The study enriches the basic theory of collective nostalgia and national brand consciousness and provides suggestions for further developing domestic brands and expanding the influence of domestic brands.

Nostalgia Marketing: Brand Renewal of "Old Firms" Based on Consumer Emotional Reconstruction——Take the Great White Rabbit Milk Candy as an Example

“…Because nostalgia can produce positive self-evaluations and enhanced perceptions of social support, individuals will prefer nostalgic consumption [7]. Zhang, Y et al argue that individual identity, social identity and collective identity all mediate the relationship between collective nostalgia and nation brand awareness [8]. As the emotional level of society increases, the positive effect of social and collective identity on national brand awareness increases [8].…”

The Impact of Virtual Reality on the Brand Identity and Loyalty of Time-honored Brands

“…However, there is a lack of empirical research on how VR affects the brand identity and loyalty of time-honored brands, and what are the best practices and principles for designing VR applications for this context [3]. Therefore, this paper aims to fill this research gap by addressing the following research question: How does VR affect the brand identity and loyalty of timehonored brands?…”