KOREASCHOLAR

EXPLORING THE DISPOSITIONS OF NOSTALGIA

Israel Nai, Isaac Cheah
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351784
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.1304-1310
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research aims to examine the different types of consumers' dispositions towards nostalgic advertising. Furthermore, it is proposed that brand heritage moderates the relationship between nostalgia intensity towards the ad and purchase intention.

Keyword
consumers' dispositionnostalgic advertisingbrandnostalgia intensitypurchase intention
Table Content
ABSTRACT
 Introduction
 Relevant literature
 Authentic Disposition
 Grateful Disposition
 Need to Belong Disposition
 Brand Heritage
 Theoretical underpinnings and hypothese development
  Self-Schema Theory
  Ritual Theory
  Hypotheses Development
 Methodology
 Significance
 References
Author
  • Israel Nai(Curtin University, Western Australia)
  • Isaac Cheah(Curtin University, Western Australia)