Date of Award
Business, Accounting, & Economics
First Committee Member
Second Committee Member
Nostalgia, Consumer Nostalgia, Consumer Behavior, Nostalgia Branding, Bourbon Consumption, Nostalgia Consumption
Applied Behavior Analysis | Marketing
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.
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). Distinction Papers. 85.
Available for download on Tuesday, November 03, 2020