EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS
Nostalgia refers to individuals' feeling oflonging for past periods and the emotional connection between people's past andpresent. Nostalgia proneness is very important in consumer preferences; it isseen that consumers who have nostalgia proneness reflect these characteristicsto their prod...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Mehmet Akif Ersoy University
2019-04-01
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| Series: | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/en/download/article-file/704335 |
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| Summary: | Nostalgia refers to individuals' feeling oflonging for past periods and the emotional connection between people's past andpresent. Nostalgia proneness is very important in consumer preferences; it isseen that consumers who have nostalgia proneness reflect these characteristicsto their product and service preferences. Consumer-based brand equity isdefined as the differentiator brand perception resulting from the comparison ofthe information of a brand with the information about other brands and thecustomer response that occurs thereafter. In this study, it is aimed to revealthe effect of the nostalgia proneness on consumer-based brand equity. The scaleof nostalgia proneness used in the research consists of one dimension and thescale of consumer-based brand equity used in the research consists of foursub-dimensions which are perceived the image, perceived quality, brand awareness,and brand loyalty. The survey form developed for this purpose was applied tothe individuals traveling with eastern express. The study is conducted withvalid 415 survey forms. According to the analysis, nostalgia proneness affectsthe perceived image, perceived quality, brand awareness and brand loyalty whichare sub-dimensions of consumer-based brand equity significantly. In addition,nostalgia proneness varies according to age, but it does not differ accordingto gender, occupation, and region. |
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| ISSN: | 2149-1658 |