Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

Detalhes bibliográficos
Autor(a) principal: Toledo,Ana Carolina
Data de Publicação: 2016
Outros Autores: Lopes,Evandro Luiz
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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spelling 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
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dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1807-7692bar2016150007
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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
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