The Effects of Advertising-Evoked Vicarious Nostalgia on Brand Heritage

Student: Nikitina Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The paper studies the concepts of advertising-evoked vicarious nostalgia and brand heritage, and also explains how they relate to each other. The main goal of the paper is to determine the impact of vicarious nostalgia on brand heritage. An online survey was conducted to confirm or refute hypotheses. Respondents were asked to view two video ads containing vicarious nostalgia triggers and answer several questions to measure the level of nostalgia, brand eritage and purchase intention. It is expected that this study will help brands effectively use not only personal, but also vicarious nostalgia. And also reach a younger audience through nostalgic marketing.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses