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Amina Borsali Awicha (University of Tlemcen, Algeria), Abderrezak Benhabib (University of Tlemcen, Algeria)
Nostalgia and Culture : the Relationship Between Indicators of Acculturation and Nostalgia
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2018, nr 1(7), s. 28-47, rys., tab., bibliogr. 63 poz.
Słowa kluczowe
Marka nostalgiczna, Marka, Pozycjonowanie
Nostalgic brand, Brand, Positioning
Klasyfikacja JEL: M30, M31
In this article we test the relationship between indicators of acculturation (language, media, selfidentification, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a significant 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.(original abstract)
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