It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference
<p>Holiday-themed logos vs. regular logos of Google and Apple (China).</p> "> Figure 2
<p>Study 1: the effects of logo’s holiday atmosphere on choices of nostalgic products.</p> "> Figure 3
<p>Choice of nostalgic products vs. non-nostalgic products.</p> "> Figure 4
<p>Childhood imagery as mediator.</p> "> Figure 5
<p>Moderation effect of holiday type (traditional vs. non-traditional). (<b>A</b>) Food brands. (<b>B</b>) Hand cream brands.</p> ">
Abstract
:1. Introduction
2. Theoretical Framework
2.1. Festivals and Holidays
2.2. Brand Logos
2.3. Nostalgic Preference
2.4. Brand Logo’s Holiday Atmosphere and Consumers’ Merchandise-Related Nostalgic Preference
2.5. Mediating Role of Childhood Imagery
2.6. Moderating Role of Holiday Type
3. Study 1
3.1. Sample and Method
3.2. Results
4. Study 2
4.1. Sample and Method
4.2. Results
5. Study 3
5.1. Sample and Method
5.2. Results
6. Discussion
6.1. Theoretical Contributions
6.2. Practical Implications
6.3. Limitations and Further Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Stimulus in Study 1
Appendix B. Stimulus in Study 2 and Study 3
Appendix C. Stimulus in Study 3
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Wang, T.; Chen, R. It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference. J. Theor. Appl. Electron. Commer. Res. 2022, 17, 1019-1034. https://doi.org/10.3390/jtaer17030052
Wang T, Chen R. It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference. Journal of Theoretical and Applied Electronic Commerce Research. 2022; 17(3):1019-1034. https://doi.org/10.3390/jtaer17030052
Chicago/Turabian StyleWang, Tingyi, and Rong Chen. 2022. "It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference" Journal of Theoretical and Applied Electronic Commerce Research 17, no. 3: 1019-1034. https://doi.org/10.3390/jtaer17030052
APA StyleWang, T., & Chen, R. (2022). It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference. Journal of Theoretical and Applied Electronic Commerce Research, 17(3), 1019-1034. https://doi.org/10.3390/jtaer17030052