Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/311497 
Erscheinungsjahr: 
2018
Quellenangabe: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2018 [Pages:] 28-47
Verlag: 
University of Warsaw, Faculty of Management, Warsaw
Zusammenfassung: 
In this article we test the relationship between indicators of acculturation (language, media, self-identifi cation, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent variable. The results of analysis of variance, One-Way Anova, reveal that the home language, the food of home country, the media, self-identification with the origin country and the religion of the origin country have a significant impact on nostalgia. This article contributes to new theoretical elements in the field of nostalgia and culture as a complement of several previous studies. The managerial contributions of this study focus on positioning of nostalgic brands and developing marketing strategies for this kind of products.
Schlagwörter: 
nostalgic brands
positioning
acculturation
JEL: 
M30
M31
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