How nostalgia affects brand equity? Consumers’ attitudes towards nostalgic generational and transgenerational brands

Abstract

Purpose: The article aims to expand the nostalgic brand management area by empirically examining the impact of nostalgia on all components of brand equity and, consequently, on the consumers’ attitudes and purchase intention. Design/methodology/approach: The research was conducted in the form of direct and indirect communication with 1000 Polish respondents using the personal and online survey techniques. Two main stages of research were carried out in the fourth quarter of 2018. Findings: The results confirm that consumers are nostalgic towards both generational and transgenerational brands, what positively affects the perceived quality of brands, associations connected with them, as well as consumers’ loyalty. The rating of nostalgic brands equity is higher than in case of brands perceived as non-nostalgic, with the exception of brands from the automotive industry. The nostalgic brands equity depends on age of the respondents but is not dependent on the consumers’ gender. It was also confirmed that brand equity is rated higher in case of nostalgic transgenerational brands than the generational ones. Practical Implications: The results can serve as a guide for managers in implementing the nostalgic brand strategy. Originality/value: The consumers’ attitudes were evaluated considering the type of the nostalgic brand.