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Balancing Nostalgia with Novelty in Managing Brand Revivals

in ACR Annual Conference, New Orleans, USA, October 1st-4th, 2015

Chatterjee, Subimal ; Dalman, M. Deniz ; Annual Conference of the Association for Consumer Research (ACR) (Advancing Connections). New Orleans, USA, October 1st-4th, 2015

Association for consumer research

Our research addresses how best manager can balance comfort and novelty when harnessing nostalgia to revive old brands. One laboratory study and one empirical study (box-office of film remakes) suggest that comfort matters more than novelty for older rather than newer revivals and consumers experience personal rather than historical nostalgia.


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