The role of nostalgic brand positioning in capturing brand equity: Theoretical extension and analysis

• Published in: International journal of consumer studies 2022-01, Vol.46 (1), p.161-181
• Main Authors: Gilal, Rukhsana Gul, Gilal, Naeem Gul, Gilal, Faheem Gul, Gong, Zhenxing
• Format: Article
• Language: English
• Subjects: Authenticity; Brand equity; brand innovativeness; brand passion; Candidates; construal level theory; Consumer goods; Equity; Gender; Indirect effects; Males; Men; Moderation; Nostalgia; nostalgic brand positioning; Positioning; Psychological needs
• ISSN: 1470-6423; 1470-6431
• DOI: 10.1111/ijcs.12653

Drawing on construal level theory, basic psychological need‐candidate theory and gender schema theory, this study aims to develop a multilevel framework that explains how nostalgic brand positioning increases brand equity via nostalgic brand relationship dimensions (i.e., brand passion, brand local iconness and brand authenticity). Moreover, we posit that brand innovativeness and customer gender are important boundary conditions for these indirect effects of nostalgic brand positioning on brand equity through the nostalgic brand relationship dimensions. To this end, a convenience sample of N = 1,171 respondents was used to inspect the hypotheses in settings relating to the fast‐moving consumer goods industry. Results show a positive indirect effect of nostalgic brand positioning on brand equity through brand passion, brand local iconness and brand authenticity. Moreover, moderation results reveal that the effect of nostalgic brand positioning on brand passion and brand authenticity was more salient when brand innovativeness was lower; however, for brand authenticity, the effect was more pronounced when brand innovativeness was higher. Similarly, findings relating to the moderation effect of customer gender indicate that nostalgic brand positioning has a greater effect on brand passion and brand authenticity for females than for their male counterparts. Conversely, for brand iconness, the effect was equally important for both males and females. The practical and theoretical implications of these findings are provided and limitations are acknowledged.