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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Mehmet Akif Ersoy University
2019-04-01
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| Series: | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
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| Online Access: | https://dergipark.org.tr/en/download/article-file/704335 |
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| author | Alpaslan Yüce Çağlar Samsa Kamile Meriç |
| author_facet | Alpaslan Yüce Çağlar Samsa Kamile Meriç |
| author_sort | Alpaslan Yüce |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-863d1a7d623449cdb8b6bfcbbd63c237 |
| institution | Kabale University |
| issn | 2149-1658 |
| language | English |
| publishDate | 2019-04-01 |
| publisher | Mehmet Akif Ersoy University |
| record_format | Article |
| series | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
| spelling | doaj-art-863d1a7d623449cdb8b6bfcbbd63c2372025-01-27T14:15:43ZengMehmet Akif Ersoy UniversityMehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi2149-16582019-04-016119921210.30798/makuiibf.504059273EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESSAlpaslan Yüce0https://orcid.org/0000-0002-4035-7528Çağlar Samsa1https://orcid.org/0000-0002-9827-7969Kamile Meriç2https://orcid.org/0000-0002-9859-5035KAFKAS UNIVERSITYKAFKAS UNIVERSITYKAFKAS UNIVERSITYNostalgia 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.https://dergipark.org.tr/en/download/article-file/704335nostalgiabrandnostalgia pronenessconsumer-based brand equityeastern expressnostaljimarkanostalji eğilimitüketici temelli marka değeridoğu ekspresi |
| spellingShingle | Alpaslan Yüce Çağlar Samsa Kamile Meriç EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi nostalgia brand nostalgia proneness consumer-based brand equity eastern express nostalji marka nostalji eğilimi tüketici temelli marka değeri doğu ekspresi |
| title | EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS |
| title_full | EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS |
| title_fullStr | EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS |
| title_full_unstemmed | EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS |
| title_short | EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS |
| title_sort | effects of nostalgia proneness on consumer based brand equity a case study on the eastern express |
| topic | nostalgia brand nostalgia proneness consumer-based brand equity eastern express nostalji marka nostalji eğilimi tüketici temelli marka değeri doğu ekspresi |
| url | https://dergipark.org.tr/en/download/article-file/704335 |
| work_keys_str_mv | AT alpaslanyuce effectsofnostalgiapronenessonconsumerbasedbrandequityacasestudyontheeasternexpress AT caglarsamsa effectsofnostalgiapronenessonconsumerbasedbrandequityacasestudyontheeasternexpress AT kamilemeric effectsofnostalgiapronenessonconsumerbasedbrandequityacasestudyontheeasternexpress |