Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento and Lia Zarantonello
This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is…
Abstract
Purpose
This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).
Design/methodology/approach
A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.
Findings
The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.
Practical implications
The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.
Originality/value
The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.
Details
Keywords
Raluca Mogos Descotes and Véronique Pauwels-Delassus
The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name…
Abstract
Purpose
The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name change using the resistance to change theory (RCT).
Design/methodology/approach
Because of the causal nature of the research, the quantitative research methodology was considered as best suitable. An online questionnaire was administered on a sample composed of 313 consumers.
Findings
The paper provides empirical insights regarding the fact that consumers’ resistance to the brand name substitution is the main determinant of the transfer of consumers’ trust from the old to the new brand. Finally, loyalty transfer heavily relies on trust transfer.
Research limitations/implications
Because of the convenience sample used, the research results may lack generalisability. Furthermore, researchers are encouraged to test the proposed hypotheses based on different brand name change cases.
Practical implications
The paper includes implications for the alleviation of consumers’ resistance to the brand name substitution, a main determinant for the loss of brand trust and loyalty in the case of brand name change.
Originality/value
This paper fulfils an identified need to study how consumers’ resistance to the brand name change can be diminished. Overall, our research supports the use of the RCT for a better understanding of brand name change-related issues.
Details
Keywords
Véronique Pauwels Delassus and Raluca Mogos Descotes
Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name…
Abstract
Purpose
Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease their market share. This research aims to identify key influences that might enable companies to minimise their brand equity losses in response to brand name substitutions.
Design/methodology/approach
A preliminary qualitative investigation (20 semi‐directive interviews) pertained to better understand how brand equity loss might be minimised in the case of a brand name substitution. This qualitative research and a relevant literature review provided input for the questionnaire design. Furthermore, the resulting survey data from a sample of 300 consumers served for the test of the research propositions.
Findings
This study identifies five key influence factors that marketing managers can use to transfer brand equity in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change, perceived similarity between the old and new brands, degree of attachment to the initial brand, and recognition of the presence of an umbrella brand. Finally, the brand equity dimensions are interrelated, such that the transfer of perceived quality and brand image influences loyalty transfer, and brand quality transfer improves brand image transfer.
Originality/value
This research represents a first attempt to answer the pressing question: how can firms transfer brand equity successfully in the case of brand name substitution? The study also identifies for the first time key influence factors that favour brand equity transfer from an old to a new brand.
Details
Keywords
Scott A. Thompson, James M. Loveland and Iana A. Castro
This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate…
Abstract
Purpose
This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate competing predictions made by social identity theory and the group problem solving perspective of rumors.
Design/methodology/approach
In Study 1, 72,749 messages posted by 5,777 users over a 13-month period on two rival online brand forums were content analyzed using linguistic inquiry and word count, a linguistic content analysis program. In Study 2, two experiments were conducted to verify the theoretical explanation offered.
Findings
Marked differences were found as WOM transitioned from pre-release rumor to post-release facts. Prior to release, brand loyalists show an increased willingness to spread positive WOM about rival brands’ products. However, this willingness dissipated upon product release. This is in noted contrast to predictions made for experience goods.
Research limitations/implications
This study examines the uncertainty generated by a rival brand’s upcoming new product within a brand community. While centered on a technologically oriented consumer group, this study addresses a longstanding theoretical conundrum and provides interesting areas for future research.
Practical implications
Surprisingly, it is the most active and ostensibly loyal brand supporters who spread pre-release rumors about rival brands. Managers should not assume that “loyalists” will not seriously discuss the potential offerings of rival brands. Product rumors thus present rival marketers with a unique “move it or lose it” opportunity to spread positive buzz among rival brand loyalists. However, this window of opportunity closes rapidly upon product release.
Originality/value
This is the first paper to examine the nature of new product rumors at this scale, including both pre- and post-release WOM.