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.

Available for download on Tuesday, November 03, 2020

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