THE DUAL EFFECT OF NOSTALGIC ADVERTISING IN CORPORATE SOCIAL MARKETING: A CONCEPTUAL MODEL

Abstract

In pactice, nostalgia-based marketing has generated commercial values to for-profit brands and businesses. However, little is known about the effect of nostalgia in corporate social marketing - an area in which both economic and social goals intersect. This study aims to build a conceptual model of the dual effect of nostalgia advertisements in corporate social marketing on both brand equity of a business and pro-social behavior of consumers. Drawing on the construal level theory and the concept of sense of meaning, we propose a research model that indicates four mechanisms to explain this dual impact, including: brand emotional attachment, brand local iconness, brand authenticity, and sense of meaning. Discussions and implications of the proposed model are presented to guide future research in the field.