TY - JOUR
T1 - The impact of nostalgic corporate storytelling on brand heritage
T2 - A multiple mediation model
AU - Riskos, Kyriakos
AU - Dekoulou, Paraskevi
AU - Hatzithomas, Leonidas
AU - Kotzaivazoglou, Iordanis
N1 - Publisher Copyright:
© 2022, International Journal of Business Science and Applied Management. All rights reserved.
PY - 2022
Y1 - 2022
N2 - Given that previous studies have supported the idea that brand storytelling has a significant impact on consumer behaviour, brand stories are increasingly becoming a part of companies’ marketing communications tools. The present study investigates the effect of nostalgic corporate storytelling on consumer responses to the brand. Its originality lies in the fact that it is the first attempt to explore nostalgic storytelling, and its effect on consumer responses. A survey was conducted with a sample of 233 respondents; the telling of a story for a fictitious brand was used. The main findings reveal that attitude toward this particular storytelling mediates the relationship between fantasies about past eras and brand attitude, brand attitude mediates the relationship between attitude toward storytelling and brand heritage, the relationship between fantasies about past eras and brand heritage is mediated by brand attitude, whereas the association between fantasies about past eras and brand heritage is sequentially mediated by attitude toward the storytelling and attitude toward the brand.
AB - Given that previous studies have supported the idea that brand storytelling has a significant impact on consumer behaviour, brand stories are increasingly becoming a part of companies’ marketing communications tools. The present study investigates the effect of nostalgic corporate storytelling on consumer responses to the brand. Its originality lies in the fact that it is the first attempt to explore nostalgic storytelling, and its effect on consumer responses. A survey was conducted with a sample of 233 respondents; the telling of a story for a fictitious brand was used. The main findings reveal that attitude toward this particular storytelling mediates the relationship between fantasies about past eras and brand attitude, brand attitude mediates the relationship between attitude toward storytelling and brand heritage, the relationship between fantasies about past eras and brand heritage is mediated by brand attitude, whereas the association between fantasies about past eras and brand heritage is sequentially mediated by attitude toward the storytelling and attitude toward the brand.
KW - brand heritage
KW - consumers’ attitudes
KW - fantasies about past eras
KW - storytelling
UR - http://www.scopus.com/inward/record.url?scp=85133189145&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85133189145
SN - 1753-0296
VL - 17
SP - 1
EP - 15
JO - International Journal of Business Science and Applied Management
JF - International Journal of Business Science and Applied Management
IS - 2
ER -