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The effects of nostalgia marketing on consumers’ brand extension evaluation

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Abstract

This study examines the effects of nostalgia marketing on consumers’ evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more positive evaluations of the extension product than did participants who were shown advertisements without any nostalgia-evoking stimuli. In particular, in Study 2, the nostalgia effect was reinforced in participants who were primed with collective nostalgia rather than personal nostalgia. Lastly, in Study 3, the nostalgia effect on the evaluations of the extension product was more pronounced for participants who were primed with interdependent self than independent self.

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Authors and Affiliations

  1. Sogang Business School, Sogang University, 35 Backbeom-ro, Mapo-gu, Seoul, 04107, South Korea

    Sung Youl Jun

  2. Ajou Business School, Ajou University, 206, World cup-ro, Yeongtong-gu, Suwon-si, Gyeonggi-do, 16499, South Korea

    Hye Kyung Park

  3. Keimyung University, 1095 Dalgubul-daero, Dalseo-Gu, DaeGu, 42601, South Korea

    Kyung Ho Kim

Authors
  1. Sung Youl Jun
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  2. Hye Kyung Park
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Correspondence to Hye Kyung Park.

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Appendices

Appendix 1

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Table 1 Manipulation of the level of nostalgia (high nostalgia vs. low nostalgia) in Study1
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1.

Appendix 2

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Table 2 An online newspaper article on the launch of an Olympus Bluetooth speaker brand extension in Studies 1–3
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Appendix 3

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Table 3 Olympus camera advertisements (high nostalgia vs. low nostalgia) in Study 3
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Appendix 4

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Table 4 Manipulation of self-construal (independent self vs. interdependent self) in Study 3
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4.

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Jun, S.Y., Park, H.K. & Kim, K.H. The effects of nostalgia marketing on consumers’ brand extension evaluation. J Brand Manag 29, 271–286 (2022). https://doi.org/10.1057/s41262-021-00264-4

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  • DOI: https://doi.org/10.1057/s41262-021-00264-4

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