| Abstract [eng] |
The doctoral dissertation aims to identify the influence of nostalgia and country animosity on purchase intent and actual purchases by using formative and reflective measurement perspective. In specific international settings, nostalgia phenomenon should be researched together with country-of-origin influence on consumer behavior. In these settings, nostalgia becomes relevant construct for international marketing research. Specific contexts presuppose that nostalgia and country animosity effects underpin and have an impact on relatively otherwise similar objects. Such situations occur due to geopolitical changes when, countries that previously belonged to another countries or unions of the countries, become independent. No previous studies have attempted to analyse these effects. For the first time, extensive consumer nostalgia literature review is carried out, propositions regarding conceptualization of nostalgia provided and integrated model of nostalgia antecedents, moderators, related beliefs and outcomes is summarized. The most prevalent Holbrook nostalgia scale dimensionality, reliability, validity is evaluated and formative measurement perspective is proposed. Decision guidelines for employing reflective versus formative nostalgia measurement are formulated. Using structural equation analysis evidence is provided that country animosity and nostalgia are important purchasing behaviour predictors. Four product groups relevant for nostalgia and animosity research have been categorized and proposed: nostalgic products, non-nostalgic products, culturally loaded products and unique to the country-of-origin products. The empirical research has revealed that nostalgia and country animosity influence is distinct among those product groups. |
