Brand Nostalgia and Consumers Relationships to Luxury Brands : A Continuous and Categorical Moderated Mediation Approach

Abstract : This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two moderating variables is examined. We show that past temporal orientation reinforces the relationship between 1) brand nostalgia and brand attachment, and between 2) brand nostalgia and separation distress. Finally, consumers' need for uniqueness reinforces the relationship between brand attachment and separation distress. On a methodological side, the study shows the ability of the PLS approach to handle higher order latent variables both in the context of continuous and categorical latent moderated mediation variables.
Complete list of metadatas

https://hal.archives-ouvertes.fr/hal-01472020
Contributor : Aurelie Kessous <>
Submitted on : Monday, February 20, 2017 - 2:42:16 PM
Last modification on : Wednesday, April 24, 2019 - 2:48:02 PM
Long-term archiving on : Sunday, May 21, 2017 - 2:25:00 PM

File

Kessous 2016.pdf
Files produced by the author(s)

Identifiers

Collections

Citation

Aurélie Kessous, Fanny Magnoni, Pierre Valette-Florence. Brand Nostalgia and Consumers Relationships to Luxury Brands : A Continuous and Categorical Moderated Mediation Approach. Brand Nostalgia and Consumers’ Relationships to Luxury Brands: a Continuous and Categorical Moderated Mediation Approach, pp.285 - 293, 2016, The Multiple Facets of Partial Least Squares Methods, ⟨10.1007/978-3-319-40643-5_21⟩. ⟨hal-01472020⟩

Share

Metrics

Record views

161

Files downloads

594