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

Detalhes bibliográficos
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
Resumo: 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.
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spelling How cool is advertising-evoked nostalgia in the eyes of the millennials?Advertising-evoked nostalgiaMillennialsCoolNostalgiaBrand loyaltyPerceived authenticityNostalgic pronenessBrand advocacyBrand attachmentMarketingEstratégias de marketingPublicidadeEmoçãoIdentidade de marcaFidelidade à marcaMillennials 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.Os Millennials são actualmente a geração mais importante, uma vez que são presentemente, a maior geração e também a maior classe laboral, dado que o mais novo Millennial tem, hoje em dia, 18 anos e o mais velho 38. É desta forma crucial para as marcas, capturar o interesse desta geração. Sabendo que os Millennials são considerados como tendo uma tendência particular para nostalgia, publicidade apelando ao seu sentimento de nostalgia aparenta ser uma boa maneira para as marcas lhes direccionarem publicidade. Neste sentido, os objectivos da presente disertação são: (i) identificar os condutores que evocam nostalgia em publicidade; (ii) identificar as consequências da nostalgia evocada por publidicade; (iii) analizar o modelo com antecedentes e consequentes da nostalgia evocada pela publicidade no contexto de dois anúncios diferentes. Foi criado um modelo conceptual que testou a lealdade à marca, a percepção de autenticidade, e a tendência nostalgica como antecedentes que influenciam nostalgia evocada por publicidade, como consequentes da nostalgia evocada por publicidade, defensores da marca e apego à marca. Após obtidos os dados quantitativos, o modelo e as correspondentes hipóteses foram testados através da ferramenta “partial least squares”. Os resultados revelaram que a tendência nostalgica tem um papel muito importante como antecedente de nostalgia evocada por publicidade e que o maior consequente são os defensores de marca.2019-12-10T00:00:00Z2018-12-10T00:00:00Z2018-12-102018-12info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/18363TID:202128490engAmaral, Maria de Almeida e Silva Brancoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:45:24Zoai:repositorio.iscte-iul.pt:10071/18363Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:21:41.677915Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How cool is advertising-evoked nostalgia in the eyes of the millennials?
title How cool is advertising-evoked nostalgia in the eyes of the millennials?
spellingShingle How cool is advertising-evoked nostalgia in the eyes of the millennials?
Amaral, Maria de Almeida e Silva Branco
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
title_short How cool is advertising-evoked nostalgia in the eyes of the millennials?
title_full How cool is advertising-evoked nostalgia in the eyes of the millennials?
title_fullStr How cool is advertising-evoked nostalgia in the eyes of the millennials?
title_full_unstemmed How cool is advertising-evoked nostalgia in the eyes of the millennials?
title_sort How cool is advertising-evoked nostalgia in the eyes of the millennials?
author Amaral, Maria de Almeida e Silva Branco
author_facet Amaral, Maria de Almeida e Silva Branco
author_role author
dc.contributor.author.fl_str_mv Amaral, Maria de Almeida e Silva Branco
dc.subject.por.fl_str_mv 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
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
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-10T00:00:00Z
2018-12-10
2018-12
2019-12-10T00:00:00Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/18363
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