THE INFLUENCE OF PACKAGING EVOKING NOSTALGIA ON BRAND-EQUITY: A CROSS CULTURAL STUDY AMONG BELGIANS IN THE CONFECTIONERY MARKET Case study of Delacre

A growing attention has been paid to nostalgia in the area of consumer behavior and marketing for the last twenty years. However, to date, there is no research yet about the influence of packaging evoking nostalgia on consumer-based brand equity. This paper is the continuation of the doctoral dissertation of Bartier (2014). It is based on the findings of the latter and tackles some of its limitations and future research options. The concept of brand nostalgia, including its three dimensions, i.e. perceived oldness, personal- and historical memories, has been at the center of our study by using... Mehr ...