Magdalena Grębosz-Krawczyk,

Lodz University of Technology,

Lodz, Poland,

E-mail: magdalena.grebosz@p.lodz.pl

The Impact of Nostalgia on the Brand Equity in Economy with Post-Communist Background

Abstract. The branding literature assumes that brand equity strongly affects consumers’ behaviours. In this study the research framework  explains the relationship between brand equity and the nostalgic character of a brand. The aim of this article is to examine the impact of nostalgia on  brand equity (on example of nostalgic and non-nostalgic brands at Polish market), taking into account the product and brand category as well as consumers’ demographic characteristics. The results of own empirical research conducted in 2017 on a group of 1000 Polish consumers are presented on the selected brands in three product categories. The research results confirm higher level of brand equity in the case of studied transgenerational nostalgic brands. Brand equity of nostalgic brands is higher than the brand equity of brands perceived as non-nostalgic in food and cosmetic industries and lower – in case of the automotive industry. The research results vary depending on the age of  respondents. From the managerial point of view, these results can serve as a guide on how to use the potential of nostalgic brands. This may also help managers identify the nostalgic value of customer needs that they need to focus on.

Received: February, 2018

1st Revision: March, 2018

Accepted: May, 2018

DOI: 10.14254/2071-789X.2018/11-2/15

JEL Classification: M31

Keywords: brand equity, nostalgic brand, consumers’ attitudes