{"id":536,"date":"2019-11-30T16:33:58","date_gmt":"2019-11-30T13:33:58","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=536"},"modified":"2021-10-26T16:34:38","modified_gmt":"2021-10-26T13:34:38","slug":"childhood-brand-nostalgia-perceived-self-continuity-and-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=536","title":{"rendered":"Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty\">Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Huey Shee Loh\">Huey Shee Loh, <meta name=\"citation_author\" content=\"Sanjaya Singh Gaur\">Sanjaya Singh Gaur, <meta name=\"citation_author\" content=\"Ryan Jiunn-Hoong Lim\">Ryan Jiunn-Hoong Lim<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2019\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"52\"><meta name=\"citation_lastpage\" content=\"62\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31\">M31<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Research on retro and nostalgic consumption has gathered much interest in the recent past, but little is known about the role of nostalgia in buffering psychological threats such as loneliness, particularly in the context of brand consumption. In this study, we adopt the perspective of emotional loneliness with which we examine the role of childhood brand nostalgia in building brand loyalty. We posit that the negative emotion of loneliness triggers individuals to engage in nostalgia, particularly towards brands that relate to their childhood. This phenomenon is operationalized in this study by the construct of childhood brand nostalgia. We draw on consumer brand relationship theory and develop a sequential mediation model to explain the mediating processes of how emotional loneliness, nostalgia and perceived self-continuity create childhood brand nostalgia and ultimately contribute to brand loyalty. The results from a sample of 211 respondents suggest that when individuals are emotionally lonely, they are likely to engage in nostalgia to enhance their need for perceived self-continuity. Subsequently, the need for perceived self-continuity is fulfilled by the consumption of childhood brand nostalgia as well as by developing a long-term relationship with the brands that are associated with their childhood. Most importantly, our findings imply that emotionally lonely individuals use childhood brand nostalgia to retrieve their fond childhood memories to enhance their perceived sense of connectedness, which in turn may be a means to manage emotional loneliness.\">Research on retro and nostalgic consumption has gathered much interest in the recent past, but little is known about the role of nostalgia in buffering psychological threats such as loneliness, particularly in the context of brand consumption. In this study, we adopt the perspective of emotional loneliness with which we examine the role of childhood brand nostalgia in building brand loyalty. We posit that the negative emotion of loneliness triggers individuals to engage in nostalgia, particularly towards brands that relate to their childhood. This phenomenon is operationalized in this study by the construct of childhood brand nostalgia. We draw on consumer brand relationship theory and develop a sequential mediation model to explain the mediating processes of how emotional loneliness, nostalgia and perceived self-continuity create childhood brand nostalgia and ultimately contribute to brand loyalty. The results from a sample of 211 respondents suggest that when individuals are emotionally lonely, they are likely to engage in nostalgia to enhance their need for perceived self-continuity. Subsequently, the need for perceived self-continuity is fulfilled by the consumption of childhood brand nostalgia as well as by developing a long-term relationship with the brands that are associated with their childhood. Most importantly, our findings imply that emotionally lonely individuals use childhood brand nostalgia to retrieve their fond childhood memories to enhance their perceived sense of connectedness, which in turn may be a means to manage emotional loneliness.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"childhood brand nostalgia, brand loyalty, perceived self-continuity, emotional loneliness, consumer-brand relationship.\">childhood brand nostalgia, brand loyalty, perceived self-continuity, emotional loneliness, consumer-brand relationship.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_57.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_57.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_57.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Childhood Brand Nostalgia, Perceived Self-Continuity and Brand Loyalty Author Huey Shee Loh, Sanjaya Singh Gaur, Ryan Jiunn-Hoong Lim Classification JEL M31 Abstract Research on retro and nostalgic consumption has gathered much interest in the recent past, but little is known about the role of nostalgia in buffering psychological threats &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[23],"tags":[],"coauthors":[18],"class_list":["post-536","post","type-post","status-publish","format-standard","hentry","category-jetimm_2019"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/536","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=536"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/536\/revisions"}],"predecessor-version":[{"id":537,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/536\/revisions\/537"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=536"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}