Browsing by Author "Heyns, Grethe"
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- ItemEvoked nostalgia, personal continuity and behavioural outcomes: a study of Generation X and Y consumers in a South African context(Stellenbosch : Stellenbosch University, 2021-12) Heyns, Grethe; Pentz, Christian Donald; Du Preez, Ronel; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management.ENGLISH SUMMARY : Evoked nostalgia and nostalgic marketing appeals have been found to have significant and lasting effects on consumer behaviour and, more specifically, consumer decision-making and consumer-brand relationships. However, the phenomenon of evoked nostalgia and research on the relationship thereof with important behavioural outcomes for brands, such as brand loyalty, purchase intention and active consumer engagement in a South African context are limited. Thus, this study investigated the relationship between evoked nostalgia and these behavioural outcomes, as well as sensory and affective brand experiences as potential antecedents of these relationships in the context of the Disney brand and its Disney+ brand extension. Brand attitude and personal continuity as potential mediators of these relationships were also investigated. A theoretical model was constructed, drawing on the theories of planned behaviour, reasoned action and self-identity to address the primary objective of the study. A literature study on the theoretical model constructs was conducted, which resulted in the development of a nostalgic brand evaluation instrument with ten indicators. Disney, and its Disney+ brand extension, were identified as the appropriate choice of brand for the empirical work as another result of the literature study. A self-administered online questionnaire on the Qualtrics platform was used in surveying South African Generation X and Y consumers. Descriptive and inferential analyses by way of Partial Least Squares Structural Equation Modelling (PLS-SEM) and multi-group analysis were conducted on the realised sample of 264 respondents. Statistically significant positive relationships between evoked nostalgia and its potential antecedents, namely sensory and affective brand experience, respectively, for both the Generation X and Y samples were confirmed. Further empirical results that were confirmed include statistically significant positive relationships between evoked nostalgia and the two mediating variables in the research model, that is, brand attitude and personal continuity, for both generational samples. Moreover, statistically significant positive relationships for both samples were confirmed between brand attitude and brand loyalty, brand loyalty and purchase intention, purchase intention and active consumer engagement, as well as between brand loyalty and active consumer engagement. Nostalgic marketing strategies characterised by sensory and affective appeals are recommended for both generational audiences. It is suggested that marketers prioritise the development of such strategies in the context of memorable and annual events in South Africa, such as holidays with family, for example Christmas, that could also contribute to an increased sense of personal continuity, especially for Generation X consumers. The use of music and visual elements in nostalgic marketing strategies to build loyalty towards Disney+, for Generation Y consumers specifically, is also recommended. Differences in the sizes of the study’s samples, as well as the lack of taking respondents’ cultural and societal background differences into account contributed to the study’s limitations. Future research opportunities could include the replication of the research in the context of a utilitarian product category compared to a hedonic product category. Moreover, the research could be comparatively replicated amongst South African consumer groups representing different cultural and societal backgrounds.