Welcome to Revise and Resubmit.Today, we’re traveling through time—not literally, but through the power of nostalgia. We’ll be exploring how brands use the past to shape their present, and ultimately, their future. Our discussion centers on the paper "How Nostalgic Brand Positioning Shapes Brand Equity: Differences Between Emerging and Developed Markets", authored by Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya, and Markus Taube, published in the Journal of the Academy of Marketing Science by Springer.
Nostalgia is a powerful force. Think about the last time you felt a pang of sentimentality for a brand—maybe a childhood toy or a food you grew up eating. But how does that nostalgic feeling actually impact the brand’s success? This study digs deep into how emotional attachment, local brand iconness, and brand authenticity drive brand equity, especially when we compare emerging and developed markets. Interestingly, the study found that nostalgia doesn’t always work the same way across the globe. In emerging markets, it takes more than just a trip down memory lane to build brand loyalty—brand innovativeness also plays a key role.
So, how do brands blend the past and the future to stay relevant in different markets? And can nostalgia alone be enough to build a brand’s legacy? Stick around as we break it all down.
A special thank you to the authors Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya, and Markus Taube, and to Journal of the Academy of Marketing Science and Springer for publishing this intriguing research. Now, let’s get started!

Reference
Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., & Taube, M. (2020). How nostalgic brand positioning shapes brand equity: Differences between emerging and developed markets. Journal of the Academy of marketing Science, 48, 869-890.
https://doi.org/10.1007/s11747-019-00637-x

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