Abstract
Brands with heritage have wonderful tales to tell. The important role that heritage has played in building corporate and product brands have been well documented (e.g., Aaker 1991; 2004). Advertising campaigns often build brand heritage by evoking days-gone-by or vicarious nostalgia – “nostalgia for a period outside of the individuals living memory” (Goulding 2002, ρ 542). Sears, for example, attempted to evoke such nostalgia in their 2002 advertising campaign, “Sears, Where else” (Elliott 2002) when they depicted now-and-then spots that recreated scenes of everyday life from the 20th century.
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© 2015 Academy of Marketing Science
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Merchant, A., Rose, G., Gjuka, J. (2015). The Effects of Advertising Evoked Vicarious Nostalgia on Brand Heritage. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_159
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DOI: https://doi.org/10.1007/978-3-319-10873-5_159
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