{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,16]],"date-time":"2026-06-16T02:26:14Z","timestamp":1781576774035,"version":"3.54.5"},"reference-count":55,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2022,7,22]],"date-time":"2022-07-22T00:00:00Z","timestamp":1658448000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72172072"],"award-info":[{"award-number":["72172072"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71772104"],"award-info":[{"award-number":["71772104"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The holiday atmosphere abounds in marketing campaigns. The present research examines how the holiday atmosphere of a brand logo influences consumers\u2019 merchandise-related nostalgic preference. Across three studies, the authors find that when consumers are exposed to brand logos with a strong (vs. weak) holiday atmosphere, they prefer nostalgic products (Study 1). This effect occurs because consumers exposed to a strong (vs. weak) holiday atmosphere generate more childhood imagery, resulting in significantly more choices of nostalgic products (Study 2). Additionally, the paper finds that the effect of the holiday atmosphere of a brand logo on merchandise-related nostalgic preference\u2014here, the preference for products of nostalgic brands\u2014does not occur for non-traditional holidays (Study 3). These findings make important contributions to the literature on holiday marketing, logo design and nostalgic marketing.<\/jats:p>","DOI":"10.3390\/jtaer17030052","type":"journal-article","created":{"date-parts":[[2022,7,22]],"date-time":"2022-07-22T03:58:44Z","timestamp":1658462324000},"page":"1019-1034","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":10,"title":["It Reminds Me of My Happy Childhood: The Influence of a Brand Logo\u2019s Holiday Atmosphere on Merchandise-Related Nostalgic Preference"],"prefix":"10.3390","volume":"17","author":[{"given":"Tingyi","family":"Wang","sequence":"first","affiliation":[{"name":"School of Economics and Management, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Rong","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2022,7,22]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1387","DOI":"10.1108\/APJML-05-2019-0294","article-title":"Effects of Singles\u2019 Day atmosphere stimuli and Confucian values on consumer purchase intention","volume":"32","author":"Chen","year":"2019","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_2","doi-asserted-by":"crossref","unstructured":"Zhao, L. (2018). The similarities and differences between the Spring Festival in China and Christmas in America. 3rd International Conference on Education, Sports, Arts and Management Engineering (ICESAME 2018), Atlantis Press.","DOI":"10.2991\/icesame-18.2018.24"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"82","DOI":"10.1016\/j.jretconser.2015.11.001","article-title":"Consumers\u2019 emotional responses to the Christmas TV advertising of four retail brands","volume":"29","author":"Cartwright","year":"2016","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"456","DOI":"10.1097\/DBP.0b013e31815eddff","article-title":"The relationship between television advertising, children\u2019s viewing and their requests to Father Christmas","volume":"28","author":"Pine","year":"2007","journal-title":"J. Dev. Behav. Pediatrics"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"456","DOI":"10.1207\/s15506878jobem4403_7","article-title":"The impact of television advertising on children\u2019s Christmas wishes","volume":"44","author":"Buijzen","year":"2000","journal-title":"J. Broadcasting Electron. Media"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"1583","DOI":"10.1016\/j.jbusres.2004.09.005","article-title":"It\u2019s beginning to smell (and sound) a lot like Christmas: The interactive effects of ambient scent and music in a retail setting","volume":"58","author":"Spangenberg","year":"2005","journal-title":"J. Bus. Res."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1177\/0022243718820548","article-title":"The visual asymmetry effect: An interplay of logo design and brand personality on brand equity","volume":"56","author":"Luffarelli","year":"2019","journal-title":"J. Mark. Res."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"862","DOI":"10.1177\/0022243719845000","article-title":"Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity","volume":"56","author":"Luffarelli","year":"2019","journal-title":"J. Mark. Res."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"184","DOI":"10.1509\/jmr.13.0023","article-title":"This Logo Moves Me: Dynamic Imagery from Static Images","volume":"51","author":"Cian","year":"2014","journal-title":"J. Mark. Res."},{"key":"ref_10","first-page":"1","article-title":"Factors involved in Hungarian Sports Fans\u2019 Attendance and Merchandise-related Decisions","volume":"7","author":"Fekete","year":"2017","journal-title":"Obuda Univ. e-Bull."},{"key":"ref_11","first-page":"169","article-title":"Death by Nostalgia: A Diagnosis of Context-Specific Cases","volume":"21","author":"Baker","year":"1994","journal-title":"ACR N. Am. Adv."},{"key":"ref_12","first-page":"669","article-title":"The role of possessions in constructing and maintaining a sense of past","volume":"17","author":"Belk","year":"1990","journal-title":"ACR N. Am. Adv."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"2406","DOI":"10.1016\/j.jbusres.2013.05.027","article-title":"Consumer insecurity and preference for nostalgic products: Evidence from China","volume":"66","author":"Zhou","year":"2013","journal-title":"J. Bus. Res."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"634","DOI":"10.1002\/sd.2014","article-title":"Greening in nostalgia? How nostalgic traveling enhances tourists\u2019 proenvironmental behaviour","volume":"28","author":"Wu","year":"2020","journal-title":"Sustain. Dev."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1002\/jcpy.1237","article-title":"Seeking Stability: Consumer Motivations for Communal Nostalgia","volume":"32","author":"Han","year":"2022","journal-title":"J. Consum. Psychol."},{"key":"ref_16","first-page":"390","article-title":"Nostalgia: A neuropsychiatric understanding","volume":"19","author":"Hirsch","year":"1992","journal-title":"ACR N. Am. Adv."},{"key":"ref_17","unstructured":"Davis, F. (1979). Yearning for Yesterday: A Sociology of Nostalgia, Free Press."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"393","DOI":"10.1086\/653043","article-title":"Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products","volume":"37","author":"Loveland","year":"2010","journal-title":"J. Consum. Res."},{"key":"ref_19","first-page":"380","article-title":"Nostalgia: An exploratory study of themes and emotions in the nostalgic experience","volume":"19","author":"Holak","year":"1992","journal-title":"ACR N. Am. Adv."},{"key":"ref_20","first-page":"1","article-title":"Festival: Definition and morphology","volume":"1","author":"Falassi","year":"1987","journal-title":"Time Out Time: Essays Festiv."},{"key":"ref_21","doi-asserted-by":"crossref","unstructured":"Xu, R. (2014). Research on Chinese and Western Traditional Festival Culture Contrast. 2014 2nd International Conference on Education Technology and Information System (ICETIS 2014), Atlantis Press.","DOI":"10.2991\/icetis-14.2014.87"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"251","DOI":"10.1086\/208514","article-title":"The ritual dimension of consumer behavior","volume":"12","author":"Rook","year":"1985","journal-title":"J. Consum. Res."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"130","DOI":"10.1093\/jcr\/ucv001","article-title":"Domesticating public space through ritual: Tailgating as vestaval","volume":"42","author":"Bradford","year":"2015","journal-title":"J. Consum. Res."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"48","DOI":"10.1002\/cb.121","article-title":"Early evangelist or reluctant Rudolph? Attitudes towards the Christmas commercial campaign","volume":"3","author":"Gurau","year":"2003","journal-title":"J. Consum. Behav."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"44","DOI":"10.1177\/0276146710375831","article-title":"Social change and gendered gift-giving rituals: A historical analysis of Valentine\u2019s Day in Japan","volume":"31","author":"Minowa","year":"2011","journal-title":"J. Macromark."},{"key":"ref_26","first-page":"378","article-title":"Dominant consumption rituals and intragroup boundary work: How non-celebrants manage conflicting relational and identity goals","volume":"42","author":"Weinberger","year":"2015","journal-title":"J. Consum. Res."},{"key":"ref_27","doi-asserted-by":"crossref","unstructured":"Kokthi, E., Thoma, L., Saary, R., and Kelemen-Erdos, A. (2022). Disconfirmation of Taste as a Measure of Trust in Brands: An Experimental Study on Mineral Water. Foods, 11.","DOI":"10.3390\/foods11091276"},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"102734","DOI":"10.1016\/j.jretconser.2021.102734","article-title":"Cute brand logo enhances favorable brand attitude: The moderating role of hope","volume":"63","author":"Septianto","year":"2021","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"86","DOI":"10.1509\/jmkg.75.4.86","article-title":"The impact of incomplete typeface logos on perceptions of the firm","volume":"75","author":"Hagtvedt","year":"2011","journal-title":"J. Mark."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"886","DOI":"10.1002\/mar.20741","article-title":"Breaking through complexity: Visual and conceptual dimensions in logo evaluation across exposures","volume":"31","author":"Miceli","year":"2014","journal-title":"Psychol. Mark."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"449","DOI":"10.1007\/s11002-016-9415-0","article-title":"The effects of uppercase and lowercase wordmarks on brand perceptions","volume":"28","author":"Xu","year":"2017","journal-title":"Mark. Lett."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"60","DOI":"10.1509\/jmkg.68.4.60.42736","article-title":"Impression Management Using Typeface Design","volume":"68","author":"Henderson","year":"2004","journal-title":"J. Mark."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"709","DOI":"10.1093\/jcr\/ucv049","article-title":"Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments","volume":"42","author":"Jiang","year":"2015","journal-title":"J. Consum. Res."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"711","DOI":"10.1007\/s11747-010-0245-y","article-title":"Exciting red and competent blue: The importance of color in marketing","volume":"40","author":"Labrecque","year":"2012","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"215","DOI":"10.1509\/jmkr.41.2.215.28668","article-title":"Waiting for the web: How screen color affects time perception","volume":"41","author":"Gorn","year":"2004","journal-title":"J. Mark. Res."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"28","DOI":"10.1016\/j.foodqual.2018.05.003","article-title":"High or low: The impact of brand logo location on consumers product perceptions","volume":"69","author":"Dong","year":"2018","journal-title":"Food Qual. Prefer."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"138","DOI":"10.1509\/jm.13.0253","article-title":"Place the logo high or low? Using conceptual metaphors of power in packaging design","volume":"78","author":"Sundar","year":"2014","journal-title":"J. Mark."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"474","DOI":"10.1093\/jcr\/ucab006","article-title":"Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures","volume":"48","author":"Gupta","year":"2021","journal-title":"J. Consum. Res."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"107","DOI":"10.1002\/cb.127","article-title":"Nostalgic bonding: Exploring the role of nostalgia in the consumption experience","volume":"3","author":"Holbrook","year":"2003","journal-title":"J. Consum. Behav."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"237","DOI":"10.1362\/147539209X469326","article-title":"Hedonic meaning creation though Christmas consumption: A review and model","volume":"8","author":"Tynan","year":"2009","journal-title":"J. Cust. Behav."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"617","DOI":"10.1037\/0022-3514.75.3.617","article-title":"Immune neglect: A source of durability bias in affective forecasting","volume":"75","author":"Gilbert","year":"1998","journal-title":"J. Personal. Soc. Psychol."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1509\/jmkg.67.3.19.18657","article-title":"Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning","volume":"67","author":"Brown","year":"2003","journal-title":"J. Mark."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"473","DOI":"10.1086\/209082","article-title":"The Role of Imagery in Information Processing: Review and Extensions","volume":"13","author":"MacInnis","year":"1987","journal-title":"J. Consum. Res."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1037\/h0025327","article-title":"Concreteness, imagery, and meaningfulness values for 925 nouns","volume":"76","author":"Paivio","year":"1968","journal-title":"J. Exp. Psychol."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"18","DOI":"10.1086\/674664","article-title":"Smellizing cookies and salivating: A focus on olfactory imagery","volume":"41","author":"Krishna","year":"2014","journal-title":"J. Consum. Res."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1016\/j.jcps.2012.09.001","article-title":"In Search of a Surrogate for Touch: The Effect of Haptic Imagery on Perceived Ownership","volume":"23","author":"Peck","year":"2013","journal-title":"J. Consum. Psychol."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"302","DOI":"10.1037\/a0018436","article-title":"Auditory imagery: Empirical findings","volume":"136","author":"Hubbard","year":"2010","journal-title":"Psychol. Bull."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"1426","DOI":"10.1086\/680673","article-title":"A sign of things to come: Behavioral change through dynamic iconography","volume":"41","author":"Cian","year":"2015","journal-title":"J. Consum. Res."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"25","DOI":"10.1080\/00913367.2004.10639165","article-title":"The power of reflection: An Empirical Examination of Nostalgia Advertising Effects","volume":"33","author":"Muehling","year":"2004","journal-title":"J. Advert."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"126","DOI":"10.1086\/657331","article-title":"How credit card payments increase unhealthy food purchases: Visceral regulation of vices","volume":"38","author":"Thomas","year":"2011","journal-title":"J. Consum. Res."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"408","DOI":"10.1080\/03637750903310360","article-title":"Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium","volume":"76","author":"Hayes","year":"2009","journal-title":"Commun. Monogr."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"289","DOI":"10.1080\/10696679.2020.1836975","article-title":"A road less traveled in nostalgia marketing: Impact of spiritual well-being on effects of nostalgic advertisements","volume":"29","author":"Singh","year":"2021","journal-title":"J. Mark. Theory Pract."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1002\/cb.1684","article-title":"When does social exclusion increase or decrease food self-regulation? The moderating role of time orientation","volume":"17","author":"Jiang","year":"2018","journal-title":"J. Consum. Behav."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"35","DOI":"10.2753\/JOA0091-3367390203","article-title":"The moderating influence of consumers\u2019 temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns","volume":"39","author":"Tangari","year":"2010","journal-title":"J. Advert."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"1199","DOI":"10.2466\/pr0.1989.64.3c.1199","article-title":"Time orientation: Past, present, and future perceptions","volume":"64","author":"Jason","year":"1989","journal-title":"Psychol. Rep."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/17\/3\/52\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T23:54:35Z","timestamp":1760140475000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/17\/3\/52"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,7,22]]},"references-count":55,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2022,9]]}},"alternative-id":["jtaer17030052"],"URL":"https:\/\/doi.org\/10.3390\/jtaer17030052","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2022,7,22]]}}}