The role of nostalgia and brand association in shaping the attitudes of brand users towards its extensions... A field study on the Egyptian public

Document Type : Original Article

Author

Public Relations and Advertising Department, . Faculty of Media for Girls. Al-Azhar University, Cairo, Egypt.

Abstract

 This study aimed to:
Monitoring the level of direct and indirect nostalgia for the brands used by the study sample.

Monitoring the level of association with brands among the study sample.
Determine the role of association in shaping the attitudes of users of the brand towards its extensions.

The study used a survey tool through a questionnaire that was applied to a sample of 400 members of the Egyptian public, aged 35 years and over. The study reached a number of results, including:

Nostalgia - direct and indirect - for the brands used by the study sample was generally at the intermediate level.
The level of association of the study sample with the brand products they use was generally high level, and the order of the dimensions of association was as follows: the two dimensions of intangible features and competition came in first place, then the dimension of use, then the dimension of the brand having a prominent and reliable personality, then the dimension of the brand’s suitability to the country, and the relative price dimension of the brand's products came in the penultimate place, and finally the brand category dimension.
The positive trend towards brand extensions on the cognitive side came first, then the emotional side of the trend, then the behavioral side of the trend.
It was proven through regression analysis the significant effect of nostalgia for the brand on the attitudes of brand users towards extensions issued by the original brand.
The significant effect of association with trademarks on the attitudes of trademark users towards extensions issued by the original trademark has been proven.

Keywords

Main Subjects

References

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