Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition



Título del documento: Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition
Revista: BAR - Brazilian Administration Review
Base de datos:
Número de sistema: 000552932
ISSN: 1807-7692
Autores: 1
2
Instituciones: 1Universidade Nove de Julho, Sao Paulo. Brasil
2Universidade Federal de Sao Paulo, Sao Paulo. Brasil
Año:
Periodo: Ene-Mar
Volumen: 13
Número: 1
Paginación: 33-55
País: Brasil
Idioma: Inglés
Tipo de documento: Artículo
Resumen en inglés The main objective of this study is to identify the effect of nostalgic feelings on consumer loyalty to the prevailing brand following the extinction of a brand in a merger/acquisition process. We also propose an explanatory model of the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the constructs under study, this paper outlines a theoretical model in which attitudes in relation to both extinct and prevailing brands mediate the relationship between nostalgic feelings and customer loyalty, which was subsequently analyzed by structural equation modeling. The results showed the effect of nostalgic feelings on customers' attitudes toward both extinct and prevailing brands and the influence of switching costs on building brand loyalty. The study contributed to the expansion of the theoretical framework on the subject of marketing by developing and validating a comprehensive model that adds to existing research, expanding the horizon of the study of the phenomenon.
Disciplinas: Economía
Palabras clave: Empresas
Keyword: Nostalgia,
Brand attitude,
Brand loyalty,
Merger and acquisition,
Enterprises
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