The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local

Abstract

This study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypotheses embedded in a conceptual framework is proposed and empirically tested. Constructs have been assessed using a structured questionnaire with 365 respondents. Partial least squares structural equation modeling is used to test the hypotheses. The study’s findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results suggest that the effects of nostalgic brand positioning on brand iconness and brand resurrection are more prominent for local brands than national ones. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts. This study provides valuable information for marketing professionals in terms of designing and implementing effective strategies to revive iconic brands, especially local ones, and promote purchase intentions through the benefit of word-of-mouth through social media.