The Impact of Nostalgia Proneness and Need for Uniqueness on Consumer Perceptions of Historical Branding Strategies

Abstract

This exploratory study examines the impact of two personality traits on consumer perceptions of historical branding strategies. The results of this study suggest that perceived quality and brand image perceptions are influenced by consumers' levels of nostalgia proneness and need for uniqueness, under certain circumstances. Therefore, historical branding strategies are likely to appeal to a segment of consumers beyond the tum of the century. Future research is suggested to better understand the interaction of the two personality traits.