{"id":626,"date":"2020-08-31T18:45:59","date_gmt":"2020-08-31T15:45:59","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=626"},"modified":"2021-10-26T18:46:44","modified_gmt":"2021-10-26T15:46:44","slug":"the-impact-of-brand-nostalgia-on-purchase-intention-among-gen-y","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=626","title":{"rendered":"The Impact of Brand Nostalgia on Purchase Intention among Gen Y"},"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=\"The Impact of Brand Nostalgia on Purchase Intention among Gen Y\">The Impact of Brand Nostalgia on Purchase Intention among Gen Y<\/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=\"Stefanie Jensen\">Stefanie Jensen, <meta name=\"citation_author\" content=\"Martin Ohlwein\">Martin Ohlwein<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2020\/08\/31\"><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=\"111\"><meta name=\"citation_lastpage\" content=\"121\"><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, C12.\">M31, C12.<\/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=\"In many cases, a brand\u2019s past positively influences a consumer\u2019s attitudes, preferences and ultimately brand choice. Nevertheless, the psychographic profile of Gen Y, viz. people born between the early 1980s and the turn of the millennium, raises the question whether personal and historical memories related to a brand as well as perceived brand oldness are important for this market segment as well. More so than their predecessors, this generation is characterized by materialism and a desire for technology and innovation. Therefore, this paper examines the impact of brand nostalgia on brand trust, brand authenticity and finally purchase intention among Gen Y. Three product segments (fruit gums, lingerie, and skin cream) and a nostalgic\/non-nostalgic brand pair for each acted as a stimulus in a study with 330 randomly-selected college students as representatives for Gen Y. Results suggest that brand nostalgia significantly influences brand trust, brand authenticity as well as purchase intention. Furthermore, personal rather than historical experience plays a key role in Gen Y. Therefore, brand arguments should put forward nostalgia in a personalised setting for this target group.\">In many cases, a brand\u2019s past positively influences a consumer\u2019s attitudes, preferences and ultimately brand choice. Nevertheless, the psychographic profile of Gen Y, viz. people born between the early 1980s and the turn of the millennium, raises the question whether personal and historical memories related to a brand as well as perceived brand oldness are important for this market segment as well. More so than their predecessors, this generation is characterized by materialism and a desire for technology and innovation. Therefore, this paper examines the impact of brand nostalgia on brand trust, brand authenticity and finally purchase intention among Gen Y. Three product segments (fruit gums, lingerie, and skin cream) and a nostalgic\/non-nostalgic brand pair for each acted as a stimulus in a study with 330 randomly-selected college students as representatives for Gen Y. Results suggest that brand nostalgia significantly influences brand trust, brand authenticity as well as purchase intention. Furthermore, personal rather than historical experience plays a key role in Gen Y. Therefore, brand arguments should put forward nostalgia in a personalised setting for this target group.<\/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=\"Brand authenticity, brand nostalgia, brand trust, Generation Y, purchase intention.\">Brand authenticity, brand nostalgia, brand trust, Generation Y, purchase intention.<\/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\/2020\/ETIMM_V01_2020_55.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_55.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\/2020\/ETIMM_V01_2020_55.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 The Impact of Brand Nostalgia on Purchase Intention among Gen Y Author Stefanie Jensen, Martin Ohlwein Classification JEL M31, C12. Abstract In many cases, a brand\u2019s past positively influences a consumer\u2019s attitudes, preferences and ultimately brand choice. Nevertheless, the psychographic profile of Gen Y, viz. people born between the &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":[24],"tags":[],"coauthors":[18],"class_list":["post-626","post","type-post","status-publish","format-standard","hentry","category-jetimm_2020"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/626","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=626"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/626\/revisions"}],"predecessor-version":[{"id":627,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/626\/revisions\/627"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=626"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}