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26-02-2019 | Original Empirical Research | Issue 5/2020 Open Access

Journal of the Academy of Marketing Science 5/2020

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Journal of the Academy of Marketing Science > Issue 5/2020
Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya, Markus Taube
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The online version of this article (https://​doi.​org/​10.​1007/​s11747-019-00637-x) contains supplementary material, which is available to authorized users.
Rajendra Srivastava and V. Kumar served as Special Issue Guest Editors for this article.

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Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related moderators that affect the individual linkages. We draw on construal level theory and develop a multilevel model in which emotional attachment, brand local iconness, and brand authenticity explain how nostalgic brand positioning creates brand equity. We posit that country differences between emerging and developed markets and brand innovativeness moderate these mediating effects. The results from large consumer samples suggest that emotional attachment and brand local iconness play a weaker role in mediating the connection of nostalgic brand positioning and brand equity in emerging markets. However, this disadvantage in creating brand equity through nostalgic brand positioning in emerging markets can be attenuated with increasing levels of brand innovativeness.
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