Heinberg, M orcid.org/0000-0003-2850-1862, Katsikeas, CS orcid.org/0000-0002-8748-6829, Ozkaya, HE et al. (1 more author) (2020) How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of Marketing Science, 48 (5). pp. 869-890. ISSN 0092-0703
Abstract
Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related moderators that affect the individual linkages. We draw on construal level theory and develop a multilevel model in which emotional attachment, brand local iconness, and brand authenticity explain how nostalgic brand positioning creates brand equity. We posit that country differences between emerging and developed markets and brand innovativeness moderate these mediating effects. The results from large consumer samples suggest that emotional attachment and brand local iconness play a weaker role in mediating the connection of nostalgic brand positioning and brand equity in emerging markets. However, this disadvantage in creating brand equity through nostalgic brand positioning in emerging markets can be attenuated with increasing levels of brand innovativeness.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © The Author(s) 2019. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. |
Keywords: | Nostalgic brand positioning; Brand equity; Emerging market; Innovation; Multilevel modeling |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 06 Feb 2019 15:50 |
Last Modified: | 01 Oct 2020 15:23 |
Status: | Published |
Publisher: | Springer |
Identification Number: | 10.1007/s11747-019-00637-x |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:142133 |
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