Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition
Journal Title: BAR: Brazilian Administration Review - Year 2016, Vol 13, Issue 1
Abstract
The main objective of this study is to identify the effect of nostalgic feelings on consumer loyalty to the prevailing brand following the extinction of a brand in a merger/acquisition process. We also propose an explanatory model of the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the constructs under study, this paper outlines a theoretical model in which attitudes in relation to both extinct and prevailing brands mediate the relationship between nostalgic feelings and customer loyalty, which was subsequently analyzed by structural equation modeling. The results showed the effect of nostalgic feelings on customers’ attitudes toward both extinct and prevailing brands and the influence of switching costs on building brand loyalty. The study contributed to the expansion of the theoretical framework on the subject of marketing by developing and validating a comprehensive model that adds to existing research, expanding the horizon of the study of the phenomenon.
Authors and Affiliations
Toledo, Ana Carolina; Lopes, Evandro Luiz
Keywords
Related Articles
- EP ID EP40614
- DOI -
- Views 231
- Downloads 0
Relationship between Abnormal Earnings Persistence, Industry Structure, and Market Share in Brazilian Public Firms
In this study, Ohlson’s Linear Information Dynamic (LID) is analyzed and the effect of other information on the abnormal earnings series is evaluated. The hypothesis that industry structure and market share have signif...
The Governance of Fair Trade System: Evidence from Small Honey Producers in Rio Grande do Sul
This paper discusses Fair Trade [FT] certification as a way to include small producers in global value chains, and identifies the main barriers for small honey producers from RS to meet these criteria. A new trading sys...
Career Profiles of Generation Y and Their Potential Influencers
This study aims to identify the predominant career profiles among Generation Y in Brazil and investigate the influence of demographic and professional characteristics in these profiles. Career profiles are defined as c...
The Means-End Approach to Understanding Customer Values of a On-Line Newspaper
Customer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into p...
ntegrating Sustainability into Business Practices: Learning from Brazilian Firms
This paper proposes a conceptual model to facilitate incorporation of sustainability into business practices, learning from the context of companies operating in Latin America – more specifically, in Brazil – that excel...