역사적 노스탤지어 광고에 대한 소비자의 반응과 브랜드평가

This paper reviewed theoretically the effects of historical nostalgic advertisements on brand evaluation as well as the process in which consumers' negative affect triggering nostalgia could be redeemed back to positive prevention affect by way of cognitive and affective response to historical nostalgic advertisements. A scenario that would cause historical nostalgia and historical nostalgic advertisements were developed for the purpose of verifying the hypotheses. 218 collegians participated in empirical study, which resulted in the following conclusion:First, it was found from the analysis that the perception of positive historicity for past entrepreneurs in the historical nostalgic advertisements had positive influence upon positiveness of entrepreneurs and empathy. Second, the analysis revealed that positiveness of entrepreneurs and empathy led to positive prevention affect. Third, the positive prevention affect perceived from the advertisements turned out to have positive impact upon brand evaluation. Fourth, it was also made clear from the research that the cognition of positive historicity for past entrepreneurs exercised direct impact upon brand evaluation. In this manner, the present paper is believed to have made contributions theoretically by explaining the direct and indirect impacts of entrepreneurs' historicity as perceived by the historical nostalgic advertisements on brand evaluation.