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

Author

Listed:
  • Aurélie Kessous

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Fanny Magnoni

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

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.

Suggested Citation

  • Aurélie Kessous & Fanny Magnoni & Pierre Valette-Florence, 2016. "Brand Nostalgia and Consumers Relationships to Luxury Brands : A Continuous and Categorical Moderated Mediation Approach," Post-Print hal-01472020, HAL.
    • Handle: RePEc:hal:journl:hal-01472020
    DOI: 10.1007/978-3-319-40643-5_21
    Note: View the original document on HAL open archive server: https://hal.science/hal-01472020
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    luxury car brands; nostalgia; consumer-brand relationships;
    All these keywords.

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