Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2016-01-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1703.pdf |
| _version_ | 1828079300900814848 |
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| author | Ana Carolina Toledo Evandro Luiz Lopes |
| author_facet | Ana Carolina Toledo Evandro Luiz Lopes |
| author_sort | Ana Carolina Toledo |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-11T03:00:11Z |
| format | Article |
| id | doaj.art-fdefa9c2540044ff83ec1cb3ef6ea445 |
| institution | Directory Open Access Journal |
| issn | 1807-7692 |
| language | English |
| last_indexed | 2024-04-11T03:00:11Z |
| publishDate | 2016-01-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | BAR: Brazilian Administration Review |
| spelling | doaj.art-fdefa9c2540044ff83ec1cb3ef6ea4452023-01-02T14:23:15ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)BAR: Brazilian Administration Review1807-76922016-01-011313355http://dx.doi.org/10.1590/1807-7692bar2016150007Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/AcquisitionAna Carolina Toledo0Evandro Luiz Lopes1Universidade Nove de JulhoUniversidade Federal de São PauloThe 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.http://www.anpad.org.br/periodicos/arq_pdf/a_1703.pdfnostalgia; brand attitude; brand loyalty; merger and acquisition. |
| spellingShingle | Ana Carolina Toledo Evandro Luiz Lopes Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition BAR: Brazilian Administration Review nostalgia; brand attitude; brand loyalty; merger and acquisition. |
| title | Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition |
| title_full | Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition |
| title_fullStr | Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition |
| title_full_unstemmed | Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition |
| title_short | Effect of Nostalgia on Customer Loyalty to Brand Post-Merger/Acquisition |
| title_sort | effect of nostalgia on customer loyalty to brand post merger acquisition |
| topic | nostalgia; brand attitude; brand loyalty; merger and acquisition. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1703.pdf |
| work_keys_str_mv | AT anacarolinatoledo effectofnostalgiaoncustomerloyaltytobrandpostmergeracquisition AT evandroluizlopes effectofnostalgiaoncustomerloyaltytobrandpostmergeracquisition |