How cool is advertising-evoked nostalgia in the eyes of the millennials?

• Autor(a) principal: Amaral, Maria de Almeida e Silva Branco
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18363
• topic: Advertising-evoked nostalgia; Millennials; Cool; Nostalgia; Brand loyalty; Perceived authenticity; Nostalgic proneness; Brand advocacy; Brand attachment; Marketing; Estratégias de marketing; Publicidade; Emoção; Identidade de marca; Fidelidade à marca

Millennials are currently the most important generation given that they are the present biggest generation and also, biggest working class, since the youngest Millennial has nowadays 18 years old and the oldest 38. It is therefore crucial for brands to capture the interest of this generation. Knowing that Millennials are regarded as having a particular tendency towards nostalgia, it seems like a good way for brands to advertise to them appealing to their nostalgic feelings. In this vein, the objectives of the current dissertation are: (i) identify drivers that evoke nostalgia in advertising; (ii) identify consequences of advertising-evoked nostalgia, (ii) analyze a model with antecedents and consequences of advertising-evoked nostalgia into the context of two different advertisings. It was created a conceptual model that tests Brand Loyalty, Perceived Authenticity and Nostalgic Proneness as antecedents that influence Advertising-evoked Nostalgia and as consequents of Advertising-evoked Nostalgia, Brand Advocacy and Brand Attachment. After collecting quantitative data, the conceptual model and the corresponding hypothesis have been tested with a partial least squares modelling approach. The results revealed that Nostalgic Proneness has a major role as an antecedent of Advertising-evoked Nostalgia and Brand Advocacy as a consequent.