examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked … by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on …

respondents exposed to broadcast‐style advertising containing nostalgic cues completed a measure of historical nostalgia, a …Purpose – This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions … improve when respondents experience a moderate or high level of historical nostalgia compared with a low level. However, no …

consistency and continuity of core values, product brands, and visual symbols. A country's cultural heritage could be conceived of …

nostalgia. Findings – This paper explains why and how corporate heritage brands appeal to consumers. The authors suggest that … brands. The aim is to clarify the internal logic of the brand heritage concept, and to build on the extant literature to … provide a solid foundation for further scholarship regarding corporate heritage brands. Design/methodology/approach – This …