Social and Behavioral Sciences Commons^™

They Don't Make Bourbon Like They Used To: Nostalgia As A Predictor Towards Attitude, Likelihood Of Consumption, And Usage Occasion In True, Retro, Heritage, And False Nostalgia Brands, Montana Mcknight

Undergraduate Distinction Papers

This study investigates the relationship of brand nostalgia, brand attitude, likelihood to purchase the brand, and usage of the brand, based upon a four-way classification of nostalgia. Using multi-group analysis, a difference between types of nostalgia for the predictiveness of brand nostalgia is found in attitude and purchase likelihood. Managerial implications and future research directions are discussed.