Aurélie Kessous

Brands Considered as “Nostalgic”: Consequences on Attitudes and Consumer-brand Relationships

The aim of this study is to test the effects of differentiation between brands that are considered as nostalgic and those that are not, according to relationship and attitude variables vis-à-vis brands. It empirically verifies, in a sample of 613 consumers, the nostalgia-attachment link and integrates new variables such as self-brand connections or word-of-mouth communication which have not previously been considered in nostalgia research. It also measures preferences and the intention to purchase and make gifts of brands that evoke nostalgia. The ANOVA results show that the relationships and attitudes of consumers vis-à-vis brands considered as nostalgic are systematically stronger than for those that are not. This article therefore contributes to the identification of the variables relevant to the implementation of a brand strategy based on nostalgia.

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

Abstract This study focuses on the cultural consumer environment of brands considered as nostalgic. The research questions are thus the following: what is the impact of culture on the consumer relationship with brands considered as nostalgic? In which cases are these relationships positive, and in which cases are they negative? To answer these questions, a longitudinal data collection was conducted, consisting of interviewing the same sample of respondents three times, at more or less one-year intervals. The results were analysed taking into account three dimensions of culture: time, place and social aspects. In the time-based approach, brands are associated with traditional celebrations and rites of passage. Thus, they give rise to ‘traditional purchase’ and consumer loyalty. In the place-based approach, brands evoke original authenticity and myths. They offer protection to reduce perceived risks and therefore facilitate consumers’ trust. In the social approach, brands are associated with symbolic icons and attract communities of fans. Finally, this article shows that culture involves sweeter rather than bitter nostalgic brand relationships. This article brings to light four cases when the consumer cultural environment may induce a rejection of the nostalgic brand: (1) the ‘corrupted’ brand; (2) the ‘immoral’ brand; (3) the ‘precarious’ brand; and (4) the ‘stereotypical’ brand. It shows that only one case – the ‘corrupted’ brand – may be particularly prejudicial due to its unwelcome role in History.

Le transport durable dans la grande distribution - Quelles perceptions des consommateurs ?

L’objet de l’article est de mieux apprehender les perceptions que se font les consommateurs de l’adoption du transport durable par la grande distribution francaise. Sur la base de vingt entretiens semi-directifs et d’un carre semiotique croyance/scepticisme, il met en evidence une classification implicite de quatre representations individuelles (croyance, scepticisme, utopie et leurre). Il propose, en outre, quatre profils de consommateurs (les convaincus, les sceptiques, les utopistes et les trompes), associes a ces perceptions. Il discute, enfin, les strategies que les enseignes de la distribution alimentaire peuvent elaborer pour faire face a ces representations, en insistant sur l’importance d’une communication ciblee, et non indifferenciee, sur des pratiques de transport durable en fonction des profils identifies.