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| Research on the Influence of Nostalgic Advertising Types on Brand Attitude under Different Brand Perceptions: Mediating effect of Brand Authenticity |
| ZHOU Zhimin1, ZHANG Liangbo2, MO Linlin11,3 |
1.College of Management, Shenzhen University
2.School of Economics and Management, Harbin Institute of Technology(Shenzhen)
3.School of Business, Law and Entrepreneurship, Swinburne University of Technology
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Abstract: Previous studies on nostalgic advertising mainly explored the effect of adopting nostalgic strategies on advertising effectiveness. However, the matching problem of nostalgic advertising category and brand perceptions requires further study. Based on the Brand Stereotype Content Model and Cognitive Consistency Theory, this paper explores the impact of the interaction of brand perception and nostalgic advertising types on brand attitude through two experiments. The research results show that when the brand perception type is warmth, personal nostalgia advertisements have better brand attitudes than historical nostalgia advertisements; when brand perception type is competence, historical nostalgic advertisements have better brand attitudes than personal nostalgia advertisements. Among them, brand authenticity plays an intermediary role. From the theoretical point of view, this paper enriches the classification research of nostalgic advertising, and broadens the application of brand stereotype model and Cognitive Consistency Theory in the field of nostalgia marketing. In practice, this paper has guiding value for important business issues such as optimizing nostalgic advertising decisions.
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Received: 04 November 2022
Published: 15 June 2023
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2023, Vol. 43 
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