KOREASCHOLAR

THE STUDY OF SELF-CONCEPT PROFILES TOWARDS NOSTALGIC CONSUMPTION

Israel Nai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325860
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.292-298
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research aims to examine the different types of consumers’ self-concept profiles towards nostalgic advertising. Furthermore, two moderators are proposed to enhance two different types of relationships. First, brand heritage moderates the relationship between nostalgia proneness and nostalgia intensity towards the ad (NIAD). Second, brand experiences moderate the relationship between NIAD and purchase intention. The effectiveness of nostalgic advertising is also assessed in times of economic slump and political tension.

Keyword
intensity towards the adself-conceptnostalgic consumptionadvertisingmarketing
Author
  • Israel Nai(Curtin University, Australia)