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Nostalgia and Culture: The Relationship Between Indicators of Acculturation and Nostalgia

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Awicha Amina B., Abderrezak B.
Journal of Marketing and Consumer Behaviour in Emerging Markets
|
2018
|
issue 1(7)
28-47
PL
In this article we test the relationship between indicators of acculturation (language, media, selfidentification, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a significant effect between our independent variables and our dependent variable. The results of analysis of variance, One-Way Anova, reveal that the home language, the food of home country, the media, self-identification with the origin country and the religion of the origin country have a signifi cant impact on nostalgia. This article contributes to new theoretical elements in the field of nostalgia and culture as a complement of several previous studies. The managerial contributions of this study focus on positioning of nostalgic brands and developing marketing strategies for this kind of products.
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