Brand Heritage vs. Brand Nostalgia: Same Same, but Different?

Abstract

When it comes to creating a preference position among customers, brand nostalgia and brand heritage are tried and tested concepts. Although for both constructs there exists a broad body of conceptual literature setting them both clearly apart from each other, this picture is not as clear when it comes to measuring brand nostalgia and brand heritage. A literature review shows ambiguity in the utilized scales and, in consequence, triggers the question whether both concepts are distinct from each other against the background of the prosed conceptual dimensions and measurement approaches. Investigating three sporting goods brands and applying structural equation modeling, we find that brand nostalgia and brand heritage are two distinct constructs that are independent from each other. Furthermore, out of the three proposed dimensions for brand nostalgia, personal nostalgia, historical nostalgia, and perceived brand oldness, only the first two reflect brand nostalgia distinctively, whereas perceived brand oldness stands apart, apparently more leaning towards the brand heritage construct.