While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...

The purpose of this study is to examine trends in the use of advertising appeals by banks in the UK advertising mortgages, based on a content analysis of the newspaper advertisements of banks, using a coding system to enable an observation of the content of communication and its categorisation,...

With social media transforming how customers interact with brands, this study explores the consumer –brand relationship in UK energy sector which has a reputation for lack of trust by customers. Using user-generated contents on Facebook pages of the ‘big six' UK energy companies, the study...