The Power Of Nostalgia In Creating Lovemarks For Brands
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The Power Of Nostalgia In Creating Lovemarks For Brands
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Author : Sandy Philip
language : en
Publisher:
Release Date : 2021
The Power Of Nostalgia In Creating Lovemarks For Brands written by Sandy Philip and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Brand loyalty categories.
Abstract: Brand loyalty is a destination that most brands exert tedious attempts to achieve. Nostalgia, on another note, is encountered by most people worldwide in different contexts. Despite the vast research on nostalgia, little is known about the effect of nostalgia in creating authentic Lovemarks for historic places. Previous literature granted a clear and detailed understanding of the Lovemarks concept and the different forms and effects of nostalgia in various settings. To investigate the relationship between Lovemarks and Nostalgia, this study discerns the factors of Lovemarks in historical (Hotels, Restaurants, and Cafes) HORECA in Egypt to test their relation with Nostalgia Proneness (NP). Data were collected through interviewing HORECA managers, in addition to an online questionnaire with HORECA guests. Results illuminate the connection between nostalgia and Lovemarks through different aspects. Results also showed that Lovemarks factors slightly differ between hotels and cafes. The study concluded that nostalgia proneness is related to brand Lovemarks in many dimensions. This study is the impetus of a potential stream of research on the relation between nostalgia and Lovemarks. It contributes to future research by paving the way to the nostalgia effects on brand Lovemarks, which rose from some historical places in the land that started the pages of history: Egypt.
What Did You Do To My Brand
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Author : Alison B. Shields
language : en
Publisher:
Release Date : 2013
What Did You Do To My Brand written by Alison B. Shields and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Brand choice categories.
Marketers often make changes to brands to make the brand seem current or exciting. Some updates are successful while others are spectacular failures. This dissertation establishes a connection between consumer acceptance or rejection of updated brands and the consumer's reported brand nostalgia. In this dissertation, I refine the current marketing definitions of nostalgia to develop a more specific construct of brand nostalgia, develop a scale to measure the construct of brand nostalgia, examine the differences between schemas for nostalgic brands and non-nostalgic brands, and show that consumers' affective and attitudinal responses to changes in a brand are moderated by brand nostalgia. Nostalgia has been defined as "a positively toned evocation of a lived past" (Davis 1979), and "a fondness for possessions and activities associated with days of yore" (Holbrook 1993). Consumers have been observed to engage in nostalgic behaviors, from re-watching favorite old movies (Holbrook, 1993) to reminiscing about favorite cars from their youth (Brown, Kozinets and Sherry 2003) to consuming specific foods as a way to reconnect with the past (Loveland, Smeesters and Mandel, 2010). Consumers have also reported nostalgic feelings for particular brands or items (Holbrook and Schindler 2003). When individuals recall nostalgic memories, they recall affect and brand information stored in their schema for the target brand (Collins and Loftus 1975). Nostalgia is "not a true recreation of the past but rather a combination of many different memories, all integrated together and in the process, all negative emotions filtered out" (Hirsch 1992). Thus, the individual's memory trace is biased, leading the individual to recall the brand as being better than it actually was. Further, when an individual forms a relationship with a brand, the individual incorporates affective and attitudinal information into the schema, leading to a more complex, more robust schema (Fournier 1998; Smit, Bronner and Tolboom 2006). Once the individual experiences the updated brand, he compares the new experience to his biased memory and attempts to assimilate the new stimuli into his or her existing schema. The individual's ability to assimilate the new experience into their schema built on the biased memory will depend on the degree of change to the brand as well as the individual's level of nostalgia towards the brand. When a highly nostalgic individual processes a changed brand, his more complex and affect-based schema will lead to a smaller latitude of acceptance for the change (Hart and Diehl 1993). If the change falls outside the latitude of acceptance, the individual will reject the updated brand (Atkins, Deaux & Bieri 1967). Conversely, less nostalgic individuals are likely to have less complex, less affect-laden, less positively biased memories of the brand, making them more likely to assimilate the change (Meyers-Levy and Sternthal 1993; Martin 1986; Martin, Seta and Crelia 1990). This dissertation combines literature from marketing, psychology and sociology to identify the ways in which the cognitive structures nostalgic individuals access when exposed to a brand towards which they are nostalgic differ from the cognitive structures non-nostalgic individuals access. This dissertation further provides a framework for both practitioners and academics to better predict consumer responses to changes in brands with nostalgic cache.
Lovemarks
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Author : Kevin Roberts
language : en
Publisher: powerHouse Books
Release Date : 2004
Lovemarks written by Kevin Roberts and has been published by powerHouse Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Advertising categories.
Kevin Roberts passionately believes that love is the way forward for business. Here he recounts the journey from products to trademarks to brands - and the urgency of taking the next step - to Lovemarks. His argument is that brands, numbed by the assault of commodification and customer indifference, have run out of juice. The solution? The creation of products and experiences that will create long-term emotional relationships with consumers. To this end, Roberts advocates infusing brands with the fundamental Lovemark elements: Mystery, Sensuality, and Intimacy.
Managing Strategic Design
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Author : Ray Holland
language : en
Publisher: Bloomsbury Publishing
Release Date : 2014-11-20
Managing Strategic Design written by Ray Holland and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-20 with Business & Economics categories.
This core textbook emphasizes the power of design management to drive corporate strategic goals, showing how design strategies can be thoughtfully formulated and managed to improve the performance of organizations. Taking an engaging and accessible approach, this book will help design students and graduates to apply new concepts of design management in their works and to use design strategically to achieve organizational visions and targets. Throughout the book's tripartite structure – comprising an introduction to the topic, followed by sections on how strategic design can be used to support key businesses functions and how it can be used to push organisations forward – a strong link is made between design and marketing and the delivery of design-led branding. This textbook is essential for upper level undergraduate and postgraduate students studying design management on art and design degrees. It also caters for practitioners and specialist elective modules offered on business and management, and marketing and entrepreneurship courses in business schools.
The Immersive Worlds Handbook
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Author : Scott A. Lukas
language : en
Publisher: Taylor & Francis
Release Date : 2013
The Immersive Worlds Handbook written by Scott A. Lukas and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Art categories.
Industry insider Scott Lukas teaches you how to design exciting, believable, authentic themed spaces. Make your immersive worlds come alive with the gems in this book, including key industry interviews and case studies!
Brand Attachment
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Author : C. Whan Park
language : en
Publisher: Now Publishers Inc
Release Date : 2008
Brand Attachment written by C. Whan Park and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Customer Loyalty And Brand Management
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Author : María Jesús Yagüe Guillén
language : en
Publisher: MDPI
Release Date : 2019-09-23
Customer Loyalty And Brand Management written by María Jesús Yagüe Guillén and has been published by MDPI this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-23 with Business & Economics categories.
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Branding The 6 Easy Steps
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Author :
language : en
Publisher: e-agency
Release Date : 2004
Branding The 6 Easy Steps written by and has been published by e-agency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Brand name products categories.
International Place Branding Yearbook 2010
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Author : F. Go
language : en
Publisher: Springer
Release Date : 2010-10-27
International Place Branding Yearbook 2010 written by F. Go and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-27 with Business & Economics categories.
The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.
Handbook Of Brand Relationships
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Author : Deborah J. MacInnis
language : en
Publisher: Routledge
Release Date : 2014-12-18
Handbook Of Brand Relationships written by Deborah J. MacInnis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.