Research On The Driving Factors Of Collective Nostalgia And The Impact Of Collective Nostalgia On National-brand Consciousness

Nostalgia represents an individual’s memories and yearnings for the past,which is usually considered as a mixed emotional experience dominated by positive emotions.At present,China is in the period of social transition.With the improvement of living standards,people are also facing great spiritual pressure,and nostalgia is becoming increasingly evident.In recent years,nostalgia themed advertisements,films and TV programs have constantly appeared in the public’s view,causing nostalgia resonance and being loved and pursued by people.There are also more and more products with nostalgic attributes that are revitalized in this nostalgic wave through marketing innovation.The current domestic consumer market is gradually blowing a “China-Chic” wind.In the past,many scholars have conducted in-depth discussions on the theme of nostalgia and tend to divide it into two dimensions for research: individual nostalgia and collective nostalgia.Personal nostalgia refers to an individual’s nostalgia for their past experiences,while collective nostalgia refers to an individual’s nostalgia and longing for a portion of events that occurred in a certain group’s past period.Existing research has shown that nostalgia is an important factor affecting consumer willingness and behavior,but most studies discuss it from an individual perspective rather than a group perspective.How is collective nostalgia at the group level triggered? How will consumers’ collective nostalgia affect their consumption decisions? What measures can we take to guide? This paper attempts to explore the driving factors of collective nostalgia on the basis of combing relevant literature,and at the same time,introduces the intermediary variables of identity and the regulation variables of social emotion to observe the internal impact of collective nostalgia on national-brand consciousness.In addition,the mechanism model of the antecedents and aftereffects of collective nostalgia is constructed for research.This study uses the questionnaire for empirical analysis.All items were designed based on the mature scales developed by predecessors,and489 valid questionnaires collected were empirically analyzed through SPSS25.0 and AMOS24.0 to verify the validity of models and assumptions.The empirical results show that relative deprivation,social alienation,interpersonal alienation and environmental alienation have significant positive predictive effects on collective nostalgia;Cultural discontinuity and historical discontinuity do not predict collective nostalgia significantly.Collective nostalgia has a positive impact on national-brand consciousness;Personal identity,social identity and collective identity all play intermediary roles between collective nostalgia and national-brand consciousness.Social emotion has a positive regulatory effect on social identity,collective identity and national-brand consciousness,while there is no significant regulatory effect on personal identity and national-brand consciousness.This study enriches the basic theories in the research fields of collective nostalgia and national-brand consciousness.By clarifying how collective nostalgia affects national-brand consciousness,it also provides suggestions for further developing Chinese goods brands and expanding the influence of Chinese goods brands.