Date of Award
Spring 4-23-2020
Document Type
Distinction Paper
Degree Name
Marketing-BA
Department
Business, Accounting, & Economics
Advisor
Michael Levin
First Committee Member
Cynthia Laurie-Rose
Second Committee Member
Carla Corroto
Keywords
Nostalgia, Consumer Nostalgia, Consumer Behavior, Nostalgia Branding, Bourbon Consumption, Nostalgia Consumption
Subject Categories
Applied Behavior Analysis | Marketing
Abstract
This study investigates the relationship of brand nostalgia, brand attitude, likelihood to purchase the brand, and usage of the brand, based upon a four-way classification of nostalgia. Using multi-group analysis, a difference between types of nostalgia for the predictiveness of brand nostalgia is found in attitude and purchase likelihood. Managerial implications and future research directions are discussed.
Recommended Citation
McKnight, Montana, "They Don't Make Bourbon Like They Used To: Nostalgia as a Predictor Towards Attitude, Likelihood of Consumption, and Usage Occasion in True, Retro, Heritage, and False Nostalgia Brands" (2020). Undergraduate Distinction Papers. 85.
https://digitalcommons.otterbein.edu/stu_dist/85