Developing a Scale to Measure Brand-Evoked Nostalgia in Belgium and the United States: An Abstract

  • John B. Ford
  • Altaf Merchant
  • Anne-Laure Bartier
  • Mike Friedman
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Contemporary branding activities by a host of companies demonstrate a managerial interest in nostalgia as a practical marketing tool. Little attention, however, has been paid to measuring the complex and multiple dimensions of this construct. More academic research is surely warranted to develop and validate a generalizable measure of brand nostalgia to help companies gauge and track the nuanced components of nostalgia associated with their brands.

We contribute to the literature by developing a rigorously tested, reliable, and valid scale to measure and decouple the multidimensional nature of brand-induced nostalgia across two countries – Belgium and the USA. Following scale development procedures suggested by Churchill (1979) and Devellis (2003), we develop emic (country and market-specific) scales in Belgium and the United States through several iterative studies. By using items common to both emic scales, we then compose a derived etic (universal across countries and markets) scale.

References Available Upon Request

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • John B. Ford
    • 1
  • Altaf Merchant
    • 2
  • Anne-Laure Bartier
    • 3
  • Mike Friedman
    • 4
  1. 1.Old Dominion UniversityNorfolkUSA
  2. 2.University of WashingtonTacomaUSA
  3. 3.EPHEC Business SchoolLouvain-la-NeuveBelgium
  4. 4.Catholic University of LouvainMonsBelgium

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