Brand Nostalgia

What it measures

A four-item scale measuring the degree to which a consumer perceives a specific brand as evoking nostalgic feelings — through its presence during their childhood, its association with the past, its celebration of historical connection, and its link to youthful memories. Items contain a blank to be filled with the brand name. The scale captures brand-level nostalgia perception as a distinct brand characteristic, applicable to research on heritage brands, retro marketing, and the role of nostalgic associations in brand equity.

Representative items

• _____ was around when I was a child.
• _____ reminds me of the past.
• _____ reminds me of the time when I was young.

Citation

Heinberg, Martin, H. Erkan Ozkaya, and Markus Taube (2020). The influence of global and local iconic brand communications on ad and brand attitude: Moderation by consumer ethnocentrism and need for uniqueness. Journal of International Marketing, 28(2), 22–40.