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Nostalgia in Consumer-Brand Relationships
Thesis (PhD)--University of Pretoria, 2011.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2018
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| _version_ | 1867613652896448512 |
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| access_status_str | Open Access |
| author2 | Abratt, Russell |
| author_browse | Abratt, Russell |
| author_facet | Abratt, Russell |
| collection | Thesis |
| dc_rights_str_mv | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Thesis (PhD)--University of Pretoria, 2011. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/66207 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:33.692Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2018 |
| publishDateRange | 2018 |
| publishDateSort | 2018 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/66207 Nostalgia in Consumer-Brand Relationships Abratt, Russell ichelp@gibs.co.za Kleyn, Nicola Susan UCTD Thesis (PhD)--University of Pretoria, 2011. This research focuses on the nostalgic connections that consumers build with brands. The study_s purpose was to determine the roles played by consumer characteristics and brand experiences in predicting a consumer_s nostalgic connection with a brand. Although there has been little focus in the academic literature on nostalgia in the context of brands, much has been written about how nostalgia enables individuals to make sense of life_s changes, how consumers develop nostalgia for product categories and specific objects, and how marketers may benefit from understanding nostalgia in the context of consumption. Literature reviewed resulted in the formulation of hypotheses predicting relationships between the (independent) consumer characteristics of age, gender, ethnic sub-culture, age of peak brand imprintation, nostalgic proneness as well as the sensory, intellectual, affective and behavioural dimensions of brand experience and the (dependent) variable of consumers_ nostalgic brand connections. Feedback from two focus groups, experts in the field of consumer behaviour, and a pilot survey of 200 South African metropolitan consumers was used to adapt previously used scales. In order to ensure that scales used to test hypotheses were valid and reliable, the four dimensions of brand experience were reduced to two: affective and intellectual brand experience and; behavioural brand experience. Hypothesised relationships were tested on a further 180 South African consumers living in metropolitan areas. Gordon Institute of Business Science (GIBS) PhD Unrestricted 2018-08-17T09:42:40Z 2018-08-17T09:42:40Z 9/30/11 2011 Thesis Kleyn, NS 2011, Nostalgia in Consumer-Brand Relationships, PhD Thesis, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/66207> http://hdl.handle.net/2263/66207 en © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Nostalgia in Consumer-Brand Relationships |
| title | Nostalgia in Consumer-Brand Relationships |
| title_full | Nostalgia in Consumer-Brand Relationships |
| title_fullStr | Nostalgia in Consumer-Brand Relationships |
| title_full_unstemmed | Nostalgia in Consumer-Brand Relationships |
| title_short | Nostalgia in Consumer-Brand Relationships |
| title_sort | nostalgia in consumer brand relationships |
| topic | UCTD |
| url | http://hdl.handle.net/2263/66207 |