We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
THE ROLE OF NOSTALGIA PRONENESS IN THE EFFECT OF BRAND IMAGE, CORPORATE IMAGE, BRAND TRUST AND CONSUMER INVOLVEMENT ON EMOTIONAL ATTACHMENT: GLOBAL VS. LOCAL BRAND.
- Authors
ARSLAN, Fatma Müge; ALTUNA, Oylum Korkut
- Abstract
Nostalgia is an ''individual's desire for the past or a liking for possessions and activities of days gone by'' (Holbrook, 1993: 245). For the past few decades nostalgia has been widely used in marketing in order to evoke positive feelings. Hence, the aim of this study is to assess the role of nostalgia proneness in the effect of brand image, corporate image, brand trust and involvement on emotional attachment. The conceptual model is tested empirically against consumers of different levels of nostalgia proneness (low/high). Additionally a comparison is made between a global and a local brand. Convenience sampling is used and data are collected from 643 consumers in Istanbul by means of face to face interviews. Multiple regression analyses is used to test the hypotheses. The results shows that all of the independent variables have statistically significant effects on emotional attachment for both levels of nostalgia proneness and for the global and the local brands. However, differences exist for the two samples (low/high nostalgia prone) and the two brands (Çamlıca and Coca Cola) regarding the most effective variables on emotional attachment.
- Subjects
ISTANBUL (Turkey); BRAND image; CORPORATE image; NOSTALGIA; MULTIPLE regression analysis; INDEPENDENT variables
- Publication
Hacettepe University Journal of Economics & Administrative Sciences / Hacettepe Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi, 2019, Vol 37, Issue 2, p215
- ISSN
1301-8752
- Publication type
Article