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EMAC 2019 Annual Conference


Brand heritage and brand nostalgia – Merely two sides of the same coin?
(A2019-8447)

Published: May 28, 2019

AUTHORS

Stefanie Jensen, Hochschule für Technik und Wirtschaft des Saarlandes; Martin Ohlwein, International School of Management; Sebastian Burczyk, International School of Management

KEYWORDS

Brand heritage; Brand nostalgia; Structural equation modeling

ABSTRACT

When it comes to creating a preference position among customers, brand nostalgia and brand heritage are tried and tested concepts. Although for both constructs there exists a body of conceptual literature setting them both apart from each other, this picture is not as clear when it comes to their measurement. A literature review shows ambiguity in the utilized scales and, in consequence, triggers the question whether both concepts are distinct. Investigating three sporting goods brands and applying structural equation modeling, we find that brand nostalgia and brand heritage are two distinct constructs. Furthermore, out of the three proposed dimensions for brand nostalgia (personal nostalgia, historical nostalgia, and perceived brand oldness) only the first two reflect brand nostalgia distinctively, whereas perceived brand oldness stands apart, apparently more leaning towards the brand heritage construct.