Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100004 |
Resumo: | 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. |
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Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisitionnostalgiabrand attitudebrand loyaltymerger and acquisitionThe 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.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2016-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100004BAR - Brazilian Administration Review v.13 n.1 2016reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1807-7692bar2016150007info:eu-repo/semantics/openAccessToledo,Ana CarolinaLopes,Evandro Luizeng2016-05-18T00:00:00Zoai:scielo:S1807-76922016000100004Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2016-05-18T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition |
title |
Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition |
spellingShingle |
Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition Toledo,Ana Carolina nostalgia brand attitude brand loyalty merger and acquisition |
title_short |
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_sort |
Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition |
author |
Toledo,Ana Carolina |
author_facet |
Toledo,Ana Carolina Lopes,Evandro Luiz |
author_role |
author |
author2 |
Lopes,Evandro Luiz |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Toledo,Ana Carolina Lopes,Evandro Luiz |
dc.subject.por.fl_str_mv |
nostalgia brand attitude brand loyalty merger and acquisition |
topic |
nostalgia brand attitude brand loyalty merger and acquisition |
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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-03-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100004 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100004 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1807-7692bar2016150007 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.13 n.1 2016 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
_version_ |
1754209123780526080 |