The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator

Tripathi, Vibhuti; Chandra, Tarunija Article The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator Journal of Business and Economic Studies (JBES) Provided in Cooperation with: Northeast Business and Economics Association (NBEA) Suggested Citation: Tripathi, Vibhuti; Chandra, Tarunija (2023) : The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator, Journal of Business and Economic Studies (JBES), ISSN 2576-3458, Northeast Business and Economics Association (NBEA), Port Jefferson, NY, Vol. 26, Iss. 2, pp. 72-108, https://doi.org/10.53462/PPKB8549 This Version is available at: https://hdl.handle.net/10419/333845 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by-sa/4.0/ 72  The Role of Brand Silence and Nostalgia in Revitalizing Traditional Skincare Products with Advertising and Celebrity Endorsement Strategy as a mediator Vibhuti Tripathi and Tarunija Chandra1* School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, India 1*CorrespondingAuthor SchoolofManagementStudies,MotilalNehruNationalInstituteofTechnologyAllahabad, Teliarganj,Prayagraj,UttarPradesh,India211004 MobileNo.918535099972 E‐mailt[email protected] 73  The Role of Brand Silence and Nostalgia in Revitalizing Traditional Skincare Products with Advertising and Celebrity Endorsement Strategy as a mediator Abstract The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and confirmatory factor analysis was used to derive and validate the factors, and Hayes PROCESS Macro was used to assess direct-indirect-mediating relationships in SPSS 23. A total of 113 users of traditional antiseptic creams were undertaken via convenience sampling across India. Brand salience and nostalgia played a significant role in influencing customer perceived value and brand loyalty as outcomes of the revitalization of traditional skincare products. Advertising and celebrity endorsement strategy was found to have a significant mediating effect on these relationships. The study contributes to increase brand efficiency for revitalizing mature products in the skin care segment by developing and testing the relationship between different parameters. This study could help managers pay attention to various well-established but bygone brands in the personal care segment. The results would guide marketers to cope with the external challenges that the companies and their brands are facing. Keywords: Brand revitalization, Brand Salience, Nostalgia, Advertising and Celebrity Endorsement Strategy, Perceived Value, Brand Loyalty, Traditional Skincare products  74  Skincare refers to protecting and enhancing one's physical appearance by seeking various skin health management products such as creams, ointments, powders, serums, etc. The skincare industry is one of the evolving industries with dynamic customer tastes and preferences globally. The Indian skincare industry was worth INR 129.76 billion in 2020 and is expected to project at compound annual growth rate (CAGR) of 8.22 percent from 2021 to 2025 to reach INR 191.09 billion by 2025. Face care products led the skincare industry with 57.22 percent in 2020.1 The driving force of this growth in India is the presence of young demographics (usually 18-29 years), which constitute 22 percent of total India's population.2 The economic growth and development of country leads to increase in GDP per capita (1850.00 USD in 2022)3, which is reflected in the improvement of living standard and spending patterns of consumers on premium skincare products for healthy lifestyles. These young consumers are driven by a culture of innovation, risk taking, and diversity. Consumer's awareness regarding the versatility of products in same category favorably affects the expansion of skincare market. Today's consumers are more conscious about their skin type and are experimenting with different products to achieve results-driven, ingredient-based, and sustainable skincare to look good and to nurture their physical wellbeing. With the emergence of information technology, consumers have access to all information regarding the availability of products and services across the globe. Factors such as  1 Markets, R. (2021). India Skin Care Market Report 2021: Market Size is Expected to Reach a Value of INR 191.09 Billion by 2025. https://www.globenewswire.com/en/news-release/2021/02/26/2183425/28124/en/India-Skin-CareMarket-Report-2021-Market-Size-is-Expected-to-Reach-a-Value-of-INR-191-09-Billion-by-2025.html#:~:text=The skincare products market was,INR 191.09 Bn by 2025. 2 Express, T. I. (2020). A roadmap for the young. https://indianexpress.com/article/opinion/columns/india-youthworld-leader-soft-skills-jobs-7142263/National Youth Day-The youth (18-29 years) constitute 22 per cent,than the population of Pakistan 3 Tradingeconomics.com. (2020). India GDP per capita - 2021 Data - 2022 Forecast - 1960-2020 Historical - Chart - News. https://tradingeconomics.com/india/gdp-per-capita-In the long-term%2C the,according to our econometric models-The GDP per capita is,inflation%2C by the total population. 75  frequent occurrences of skin complaints and increasing concerns regarding skin wellbeing drive the growth of the skincare industry in India. In addition, these products increase their accessibility for end-users by having a presence in every pharmacy, drugstore, beauty salon, department store, supermarket, company websites and other online channels are fuelling the growth of the skincare industry in India. One additional factor boosting demand for skin care products is the rising trend of celebrity endorsements. There are several players in the skincare industry. Biotique is growing at a rate of 35 percent per year and is the market leader in the herbal skincare categories.4 According to Widell, Oriflame has introduced skin wellness products in the past five years, and the beauty segment accounts for 15 to 20 percent of sales in India.5 Vicco's portfolio occupies only a 5 percent share in a market turnover of Rs. 10,000 crore.6 Dabur India grew 35.5 percent in the first quarter of 2021-22, with volume growth of 34.4 percent.7 Patanjali's personal care segment sales rose by 24.6 percent to Rs. 2,475 crore.8 Boroline increased its market share to 25 percent. G.D. Pharmaceuticals Private Limited's operating revenues were INR 100 crore-500 crore in 2020.9 Emami Ltd. reported a 19% drop in net profit for the first quarter of 2020, to Rs. 67 crore. The net profit for last year stood at Rs. 83 crore.10  4Times, T. E. (2021). Biotique to invest Rs 200 cr for doubling capacity. https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/biotique-to-invest-rs200-cr-for-doubling-capacity/articleshow/52818868.cms?from=mdr%3E 5Retailer., I. (2021). How Biotique’s Digital Business is Growing by Over 120 per cent Y-o-Y?. https://www.indianretailer.com/interview/retail-people/profiles/indian-customers-have-an-appetite-for-well-craftedbeauty-brands-ishaan-jain.i1697 6Mintlounge. (2021). Vicco’s Sanjeev Pendharkar: The “Sampoorna Swadeshi” Man. https://lifestyle.livemint.com/news/big-story/vicco-s-sanjeev-pendharkar-the-sampoorna-swadeshi-man111607015206106.html 7Dabur.com. (2021). Dabur India FMCG business Surges 35.4% in Q1 2021-22. https://www.dabur.com/amp/in/en-us/media/dabur-india-fmcg-business-surges-35-4-in-q1-2021-22 8Dsouza, S. (2021). Patanjali Ayurved’s Net Profit Rises 14% In FY21. 9G.D. PHARMACEUTICALS PRIVATE LIMITED - Company Profile, Directors, Revenue & More - Tofler. (2021). https://www.tofler.in/g-d-pharmaceuticals-private-limited/company/U24231WB1955PTC022265 10National, Science, Sports, World, Variety, Education, Estate, Estate, R., Stocks, Forex and Commodities,. (2021). 76  The economic boundaries are blurring globally, resulting in more significant heterogeneity of consumers and markets. Culture of the buyers considerably influences the pattern of consumption and purchase decision-making. Culture is passed on from one generation to the next. Like any country world-wide, Indian culture also demonstrates unique amalgamation of social, religious, and cultural stigmas and stereotypes. Preference for lighter skin tones especially for females leads to the launch of ‘Fair & Lovely’ in India by consumer goods giant Unilever/Hindustan Lever (HLL). Later, the brand was criticized for being promoted fairness as only aspect of beauty in the Indian environment where diversity of skin tones is prevalent. Keeping in mind the sentiments and emotions of consumers with skin color, HUL evolved its skincare portfolio towards positive vision of beauty by renaming the brand as ‘Glow and Lovely’. Celebrity endorsement contributed in transforming the perception of Indian consumers which remains fixated by fairness culture into glowing and smoothing of skin. Several academics have used Hofstede's cultural framework (1980) to better understand heterogeneous markets and consumer behavior. Hofstede's cultural dimension is used by researchers in consumer and marketing contexts, such as, in cross-cultural brand strategies (Roth, 1995), advertising strategies (Alden et al., 1993; Zandpour et al., 1994; Gregory & Munch, 1997), consumer dissonance (Liu & McClure, 2001; Mattila & Patterson, 2004), persuasion (Aaker & Maheswaran, 1997), innovation adoption (Steeenkamp et al., 1999), impulsive purchase behavior (Kacen & Lee, 2002), new brand acceptance (Yeniyurt & Townsend, 2003; Singh, 2006), ethical decision making (Blodgett et al., 2001), etc. Hofstede's (1980, 2001) cultural framework is built on the foundation of different customs, beliefs, moral values, and ethics.  https://www.thehindubusinessline.com/companies/emami-q1-profit-falls-19-to-67-crore/article32295653.ece  77  Some of the original all-purpose skincare creams (such as Boroline, Vicco, and Boroplus) have been known for their therapeutic properties for decades. High brand salience and strong nostalgic emotions of consumers have transformed these products into popular brands. Although these creams have been consumer favorites for a long time, they have encountered numerous challenges at some point during their entire product life cycle. This could be viewed as the Hofstede dimension of uncertainty avoidance culture. Uncertainty avoiders tend to be less open to innovation and change and create beliefs and institutions to maintain conformity (Yaveroglu & Donthu, 2002; Tellis et al., 2003; Yeniurt & Townsend, 2003). For instance, acceptance of Boroline among consumers was declined due to its greasy texture, low cosmetic and aspirational appeal, and it was considered obsolete as a day cream. Vicco fell as it continued to hold on to its conservative branding and targeted only young women about to get married. There was also a lack of execution ideas in the themes of advertisements. Both G.D. Pharmaceuticals and Vicco group continued to market their brands without innovative product improvements. They failed to expand the brand into other related product categories that might be more in sync with the younger generation. Similarly, Emami was found to be moderately declined in terms of brand extension in acquiring "She comfort" under the hygiene product category.11 The Hofstede dimension of shortterm orientation reveals that these companies emphasize on temporary stability by respecting for individual tradition than long-term investments for the future. Research suggests that celebrities are increasingly used to promote old and heritage brands for some specific cultures (Praet, 2002; Choi et al., 2005; Lee & Choi, 2012), with special reference to Asian countries. Celebrities have acquired a higher rank in social hierarchies, so, according to Hofstede's power distance belief  11Why “She” is uncomfortable in Emami’s basket of brands. (2021). https://www.rediff.com/business/report/whyshe-is-uncomfortable-in-emamis-basket-of-brands/20171221.htm 78  (PDB) dimension, consumers are more conceivably acclaimed the viewpoint of authority figures, i.e., celebrities (Zandpour et al., 1994). Statement of the Problem Farquhar (1989) describes products and brands as two different business environment concepts. ‘Product’ tenders a utilitarian benefit, whereas ‘Brand’ is a name, symbol, design, or mark that increases the worth of a product beyond its functional utility. ‘Branding’ is used to create an emotional bond with products, services, and organizations. Keller & Kotler (2015) defined “Branding is endowing products and services with the power of a brand.” Company brand becomes a valuable trait for an organization achieved through the continuous management of reputation, goodwill, and brand name over time (Wansink & Seed, 2001). Bivainiene (2010) highlighted that brands have to go through different stages of the product life cycle, starting with launch, growth, maturity, decline, revival, and lastly, retirement. Perhaps, a brand can rise, collapse, or be replaced by a new and improved version. Similarly, every day, numerous skincare firms are engaged in introducing a variety of skincare products to meet the changing needs of consumers. The intense competition among firms leads to ignorance of long-established brands. This results in a frequent decline or withdrawal due to the shortening of the product life cycle of many brands (Omoare, 2014). Some of the significant causes of brand decline are blurred (i) organizational vision and mission (Dev & Keller, 2014), (ii) frequent shifts in consumer preferences (Chen, n.d.), (iii) failed corporate governance, poor employee attitudes towards work, environmental and competitive measures (Thomas & Kohli, 2009), (iv) loss of products’ uniqueness and sentiments from consumers with changing lifestyles (Suresh, 2008), (v) poor brand communication, brands that reject line extension and a poor sales network (Kapferer, 2008), (vi) 79  poor compliance with their endorsers, weak advertising strategies, and incompetent marketing communication efforts (Becker et al., 2019), etc. However, extensive research has shown that many brands that have been winners in the past still hold the same position due to their continued efforts to benefit consumers (Conlon, 2016). Brand revitalization is conventionally a management process that uses past associations to bring a modernized version of the mature brand back to the market (Dion & Mazzalovo, 2016; Hallegatte, 2014). It strengthens and procures the existing and new sources of brand equity (Keller, 1999). Brand revitalization helps prevent or control the reputation of products or companies at a declining stage in the product lifecycle (Lehu, 2005). Revitalizing a brand also increases customer buying intentions and improves the loyalty of brands facing competitive threats (Chen et al., 2012). Aaker (1991) suggested that revitalizing an existing brand is more economical and less risky than introducing a newer brand, that can charge a company with much higher rate and also whose survival rate is also unpredictable. Perhaps a mature brand is still worth revitalizing because it has trust, integration, and a strong bond with consumers (Gilal et al., 2020a). Although brand revitalization has proven to be a remedial strategy to revitalize rejected brands (Lehu, 2005), but there is dearth of empirical research that the significance of brand revitalization in reviving the traditional skincare product category. Therefore, this research aimed at an empirical assessment of the role of brand salience and nostalgia in revitalizing traditional and long-established skincare antiseptic creams. Furthermore, the study explored the total, direct, and indirect impact of brand salience and nostalgia on the revival of skincare antiseptic creams in the presence of advertising and celebrity endorsement strategy as an intervening variable. To fulfill these research objectives, following research questions are formulated: 86  Hypothesis H3: Advertising and Celebrity Endorsement Strategy significantly mediates between (a) Brand Salience and Customer Perceived Value; (b) Nostalgia and Customer Perceived Value as outcomes of the revitalization of traditional skincare products Hypothesis H4: Advertising and Celebrity Endorsement Strategy significantly mediates between (c) Brand Salience and Brand Loyalty; (d) Nostalgia and Brand loyalty as outcomes of the revitalization of traditional skincare products Research methodology Sample Characteristics A pilot survey was conducted, and then analytical techniques were applied to test the relationship strength between the variables. A self-administered questionnaire was designed and classified into demographic profile, consumption and spending on traditional skincare antiseptic creams, and items related to independent, mediating, and dependent variables. Technique of Convenient sampling was used to collect the data. Users of traditional antiseptic creams were taken as the unit of analysis. To confirm the suitability of the questionnaire, we asked respondents an open-ended question to provide a list of skincare creams that they found useful for their skin. The responses confirmed that most of the respondents used Boroline (30 percent), and 40 percent preferred Boroplus. The remaining respondents used Vicco (2 percent), Patanjali Borosafe, Himalaya, and Nivea (3 percent each), Ponds, and Vasaline (2 percent each), and other creams of their choice. A total of 113 responses (58 percent of men and 42 percent of women) were obtained. The data was collected across India, and most respondents were from Rajasthan (54 percent). In respect of age group, most of the respondents were under the age group of 25–35 (i.e., 66 percent). Consumption and spending patterns showed that 59 percent of respondents were regular buyers of antiseptic creams, while 53 percent were not. The majority of respondents (66 percent) spend less than Rs. 500/-, and medium package sizes were the most preferred quantities (56 percent) to buy 87  antiseptic cream. Results also showed that most respondents (61 percent) used these antiseptic creams to help retain moisture and softness (see Table 1). Table 1 Sample Characteristics and usage pattern of traditional skincare antiseptic creams Demographic profile of respondents N Percentage Gender Male 65 58 Female 47 42 Age <18 1 1 18-24 18 16 25-34 74 66 35-44 13 11 45-54 3 3 >55 3 3 Place Rajasthan 60 54 Uttar Pradesh 29 26 Maharashtra 4 4 Delhi 8 7 Gujarat 1 1 Tamil Nadu 1 1 Assam 1 1 Madhya Pradesh 2 2 West Bengal 1 1 Karnataka 1 1 Manipur 1 1 Punjab 1 1 Consumption and Expenditure on antiseptic creams N Percentage Are you a regular buyer of traditional antiseptic cream? Yes 59 52 No 53 39 May be 10 9 How much do you spend monthly on buying traditional antiseptic creams? Nil 15 13 <Rs. 500/- 75 66 Rs. 501-1000/- 9 8 Rs. 1001-5000/- 1 1 >Rs. 5000/- 1 1 Not prefer to answer 12 11 Which pack size of traditional antiseptic creams do you usually purchase? Sachet (10g) 7 6 Small pack (20-30g) 41 37 Medium pack (40g-80g) 57 56 Large pack (< 80g) 7 6 What factors influence you to use traditional antiseptic creams? Retain moisture and softness 69 61 Remove dryness of skin 67 60 Treat chapped lips 50 45 Treat cracked heels 31 28 Treat acne 24 21 None of these 9 8 88  3.2 Tools and Techniques Exploratory Factor Analysis was carried out with the help of IBM SPSS 23. To determine the adequacy of data for factor analysis, KMO (Kaiser-Meyer-Olkin) and Bartlett's sphericity test (BTS) were used. For inclusion, 0.50 was used as the cut-off value to include items with the highest factor loads (Hair et al. 1998). Eigen values greater than one was used to extract reliable factors with a total explained variance of 60.01 percent, which was above the threshold of 60 percent (Hair et al., 2014). Cronbach's α was used to measure the appropriateness of a set of items to onedimensional latent constructs (Nunnally, 1978). To measure the convergent validity of the items, the average variance extracted (AVE) of a value greater than 0.5 was considered. To assess the discriminant validity, the Fornell–Larcker (1981) criterion was used in which the square root of AVE and the correlation of the respective constructs were compared. Confirmatory Factor Analysis (CFA) was conducted to measure the validity of the constructs. Commonly reported indices to report goodness of fit in CFA include χ2/df with a standard range of 1.0–2.0 and an acceptable range ≤ 5.0 (Hair et al., 2005). A good fit is indicated by an RMSEA within the range of 0.05 and 0.08 (Browne & Cudeck, 1992). A GFI value ranging between 0.90 and 0.95 is considered a reasonable fit, and between 0.95 and 1.00 is considered a good fit (Byrne, 2001; Kline, 2005). The factors were extracted and derived from previous literature. Eight items under independent variables were deduced to two factors with a KMO value of 0.832 and explained a variance of 75.50 percent. Factor 1 and Factor 2 consisted of four items each. The factors were named "Brand Salience (BS)" and "Nostalgia (N)". Five items under the mediating variable were deduced to 1 factor with a KMO value of 0.827 and an explained variance of 64.76 percent. The factor was named "Advertising and Celebrity Endorsement Strategy (ACES)." Eight items were deduced to two factors with a KMO value of 0.945 and explain 71.03 percent of the variance. The 89  factors were named "Customer Perceived Value (CPV)" and "Brand Loyalty (BL)" as outcomes of the revitalization of traditional skincare products. All of the extracted factors had Cronbach's α greater than 0.7 indicating sufficient construct reliability. The result indicated that the square roots of all AVEs (in the range from .788 to .872) for each equivalent construct were greater than the off-diagonal correlation (in the range from .440 to .827). Therefore, the findings suggest sufficient discriminant validity (Table 3). The results of EFA and CFA are shown in Table 2. Table 2 Results of Exploratory and Confirmatory Factor Analysis Item description of ‘Traditional antiseptic creams’ References Factor Loadings AVE C.R. Cronbach’s α Value Independent variables Brand Salience (BS) (Adapted from, CasteloBranco, 2016; Florea et al., 2018) .860 BS1 I remember the jingle/tune of traditional antiseptic creams .641 .622 .866 BS2 The traditional antiseptic creams first come in my mind when I am going to purchase a beneficial product for my skin .788 BS3I can quickly recognize traditional antiseptic creams by the color of their packaging .831 BS4 I can easily identify traditional antiseptic creams among alternative creams available in the stores .875 CFA Model goodness of fit indices CFA model indices results, CMIN/χ2 =3.378, p = 0.034, NFI = 0.871, CFI = .987, GFI = 0.970, RMSEA = 0.079 Nostalgia (N) (Adapted from, Davari et al., 2017; Gilal et al., 2020b) .900 N1 The traditional antiseptic creams reminds me of past memories .794 .699 .731 N2 The traditional antiseptic creams cream drift me to the times when I was younger .875 N3 The traditional antiseptic creams reminds me of some pleasant memories of my childhood .900 N4 I have sentiments associated with traditional antiseptic creams .769 CFA Model goodness of fit indices CFA model indices results, CMIN/χ2 =1.480, p = 0.022, NFI = 0.941, CFI = .978, GFI = 0.987, RMSEA = 0.065 Mediating Variable .863 Advertising and Celebrity endorsement strategy(ACES) (Adapted from, Parayitam et al., 2020; Gilal et al., 2020a) ACES1I like the advertisement related to traditional antiseptic creams .680 .702 .864 ACES2 Advertisements of traditional antiseptic creams are eye catching .698 ACES3 I remember the celebrities who endorsed traditional antiseptic creams .792 ACES4 Celebrities used in the advertisement of traditional antiseptic creams are believable .741 90  ACES5 The presence of celebrities make the advertisement of traditional antiseptic creams interesting .828 CFA Model goodness of fit indices CFA model indices results, CMIN/χ2 =4.234, p = 0.001, NFI = 0.782, CFI = .814, GFI = 0.924, RMSEA = 0.085 Dependent variables: Revitalization of traditional antiseptic creams (Adapted from, Attipoe, 2017) Customer Perceived Value (CPV) .877 CPV1 I feel that traditional antiseptic creams is a reliable product for me .774 .762 .885 CPV2 In my opinion, the antiseptic cream has now become more of a ‘Skin care cream’ than an ‘Antiseptic cream’ .784 CPV3 I feel like I am getting more emotionally connected with traditional antiseptic creams than I was before .636 CPV4 In my opinion, traditional antiseptic creams has improved their utility than before .818 CPV5 I trust the company that makes traditional antiseptic cream .874 CFA Model goodness of fit indices CFA model indices results, CMIN/χ2 =2.577, p = 0.024, NFI = 0.763, CFI = .922, GFI = 0.954, RMSEA = 0.083 Brand Loyalty (BL) (Adapted from, Attipoe, 2017) .893 BL1 I will continue to buy traditional antiseptic creams .902 .707 .904 BL2 I would prefer traditional antiseptic creams more than I prefer before .866 BL3 I would like to recommend traditional antiseptic creams to others .948 BL4 Even if other creams have the same attributes, I would prefer to buy traditional antiseptic creams .606 CFA Model goodness of fit indices CFA model indices results, CMIN/χ2 =0.282, p = 0.000, NFI = 0.989, CFI = 1.000, GFI = 0.997, RMSEA = 0.020 Table 3 Correlation and Discriminant Validity S.No. Variables Mean SD BS N ACES CPV BL 1 BS 3.75 1.00 (.788) 2 N 3.29 1.05 .440** (.836) 3 ACES 3.28 .886 .492** .489** (.837) 4 CPV 3.49 .814 .522** .487 ** .589** (.872) 5 BL 3.48 .906 .531** .396 ** .521** .827** (.840) **. Correlation is significant at the 0.01 level (2-tailed). 3.3 Analyzing total, direct and indirect effects of hypotheses The mediation effect is observed through total, direct, and indirect effects. The total effect indicates how alteration in an independent variable is related to the dependent variable. The direct effect is the extent to which alteration in an independent variable significantly impacts the dependent variable in the absence of a mediator. The indirect effect is the extent to which alteration in the 91  independent variable would change the dependent variable in the presence of a mediator. Conditional process modeling (PROCESS macro) enables us to conduct mediation analysis (Hayes Model 4) in SPSS 23 to assess the total, direct and indirect effect of the advertising and celebrity endorsement strategy on brand salience, nostalgia, customer perceived value, and brand loyalty. The results show that BS has a positive and significant direct effect on CPV (β = .205, t = 3.003, p = .003) at 0.05 significant levels with a t-value greater than 1.96. This supported hypothesis H1a. N has a positive and significant direct effect on CPV (β = .245, t = 3.740, p < .05) at 0.05 significant levels with tvalue greater than 1.96. This supported hypothesis H1b. BS has a positive and significant direct effect on BL (β = .301, t = 3.738, p < .05) at 0.05 significant levels with a t-value greater than 1.96. This supported hypothesis H2c. N has a positive but nonsignificant direct effect on BL (β = .084, t = 1.093, p = .276) at 0.05 significant levels with a tvalue greater than 1.96. This has unsupported hypothesis H2d. Further analysis is done to analyze the role of ACES as a mediator. Evaluation of mediation (see Table 4) is done using bias-corrected bootstrapping. The results indicated that the indirect effect of BS on CPV via ACES (ab = .1019) at ACES: 95% Boot (CI) [LL = .0328, UL = .1978] no zero occurred in between. Total and direct effects remained significant at ACES: 95% Boot (CI) [LL = .1713, UL = .4442, and LL = .0700, UL = .3417]. No zero occurred in between. This indicated a statistically significant mediation, and supported H3a. The indirect effect of N on CPV via ACES (ab = .0956) at ACES: 95% Boot (CI) [LL = .0365, UL = .1672] with no zero in between. Total and direct effects remained significant at ACES: 95% Boot (CI) [LL = .1153, UL = .3752 and LL = .0205, UL = .2788]. No zero occurred in between. This indicated a statistically significant partial mediation, and supported H3b. The indirect effect of BS on BL via ACES (ab = .0946) at ACES: 95% Boot (CI) [LL = .0284, UL = 92  .1917] no zero occurred in between. Total and direct effects remained significant at ACES: 95% Boot (CI) [LL = .2401, UL = .5528, and LL = .1419, UL = .4619]. No zero occurred in between. This indicated a statistically significant mediation, and supported H4c. The indirect effect of N on BL via ACES (ab = .0887) at ACES: 95% Boot (CI) [LL = .0241, UL = .1731] with no zero in between. However, the total effect was found to be significant at ACES: 95% Boot (CI) [LL = .0237, UL = .3217] no zero occurred in between, and direct effect remained non-significant at ACES: 95% Boot (CI) [LL = -.0682, UL = .2361] zero occurred in between. This indicated a statistically significant mediation, and supported H4d. The results of mediation analysis can be seen in figure 1(a, and b). Table 4 Total, direct and indirect effect of Brand Salience and Nostalgia on revitalization of the traditional antiseptic creams via Advertising and Celebrity Endorsement strategy as mediator Input Output Path for Boroplus β SE t p LLCI ULCI Decision Result BS -> ACES (path a) .3011 .0761 3.9571 .0001 .1503 .4519 Supported Statistically significant Mediation ACES -> CPV (path b) .3385 .0804 4.2126 .0001 .1792 .4977 Supported BS CPV BS -> CPV (path c) .3077 .0688 4.4712 .0000 .1713 .4442 Supported BS -> CPV (path c’) .2058 .0685 3.0034 .0033 .0700 .3417 Supported Indirect Effect of ACES .1019 .0423 .0328 .1978 Supported N -> ACES (path a) .2825 .0725 3.8962 .0002 .1388 .4261 Supported Statistically significant Mediation ACES -> CPV (path b) .3385 .0804 4.2126 .0001 .1792 .4977 Supported N CPV N -> CPV (path c) .2453 .0656 3.7400 .0003 .1153 .3752 Supported N -> CPV (path c’) .1497 .0652 2.2964 .0236 .0205 .2788 Supported Indirect Effect of ACES .0956 .0334 .0365 .1672 Supported BS -> ACES (path a) .3011 .0761 3.9571 .0001 .1503 .4519 Supported Statistically significant Mediation ACES -> BL (path b) .3141 .0947 3.3182 .0012 .1265 .5017 Supported BS BL BS -> BL (path c) .3965 .0789 5.0245 .0000 .2401 .5528 Supported BS -> BL (path c’) .3019 .0807 3.7389 .0003 .1419 .4619 Supported Indirect Effect of ACES .0946 .0423 .0284 .1917 Supported N -> ACES (path a) .2825 .0725 3.8962 .0002 .1388 .4261 Supported Statistically significant Mediation ACES -> BL (path b) .3141 .0947 3.3182 .0012 .1265 .5017 Supported N BL N -> BL (path c) .1727 .0752 2.2968 .0235 .0237 .3217 Supported N -> BL (path c’) .0840 .0768 1.0934 .2766 -.0682 .2361 Unsupported Indirect Effect of ACES .0887 .0394 .0241 .1731 Supported Note: SE: Standard Error; LLCI: Lower Level Confidence Interval; ULCI: Upper Level Confidence Interval; a, b, c’ represents direct path; c represents total path. 93   Figure 1(a and b) Result of mediation analysis Mediation through PROCESS macro (Model 4). Fig. 1a shows the effect of Advertising and Celebrity endorsement strategy on Brand salience and Customer Perceived Value, Brand Salience and Brand Loyalty. Fig. 1b shows the effect Advertising and Celebrity Endorsement Strategy on Nostalgia and Customer Perceived Value; Nostalgia and Brand Loyalty Findings and Discussions This paper adopts a novel attempt to identify the role of brand salience and nostalgia in revitalizing traditional skincare products. An exploratory factor analysis was used to derive the items, and a confirmatory factor analysis was done to check construct validity and reliability. In addition, advertising and celebrity endorsement strategy was introduced as mediator to test its total, direct and indirect effects on brand salience and nostalgia, customer perceived value, and brand loyalty for traditional skincare antiseptic creams. The traditional skincare antiseptic creams were complementary in terms of awareness, association with past memories, advertising and celebrity endorsements, perceived value, and loyalty of customers. Customer Perceived Value Advertising and Celebrity Endorsement Strategy Brand SalienceNostalgia Advertising and Celebrity Endorsement Strategy Customer Perceived Value a= .3011* b= .3385* H1a: c’ = .2058* a= .2825* b= .3358* H1b: c’ = .1497* Brand Loyalty b= .3141* H2d: c’ = .0840 Brand Loyalty b= .3141* H2c: c’ = .3019* Fi g ure 1a Fi g ure 1b Significant effect Non-significant effect H3a: BS->ACES->CPV = .1019 H4c: BS->ACES->BL = .0946 H3b: N->ACES->CPV = .0946 H4d: N->ACES->BL = .0887 94  The result shows that brand salience plays a positive and significant role in influencing customer perceived value and brand loyalty as outcomes of the revitalization of traditional skincare products. This supports the hypothesis by suggesting that the popularity of long-established skincare creams has become ingrained in users' lifestyles and buying habits, so they don't think so long before becoming consumers again and again. Alamro & Rowley (2011) suggest that awareness increases brand preference. Once consumers have a positive perception of a brand value, they are more likely to make repeat purchases with little to no foresight, which builds a sense of loyalty. The respondents in our study also have a high level of brand awareness and would easily remember the tune and recognize the old skincare creams by their packaging color among various alternative brands. That could be the reason for their repeat purchase. The findings of our study are in line with the results given by Castelo-Branco (2016), which show that brand awareness directly leads to the revitalization of declined brands. The results are slightly different from the findings of Florea et al. (2018), who took the resurrection movement as a moderating variable in influencing brand salience and fans' responses towards sports organizations. The result shows that nostalgia plays a positive and significant role in influencing customer perceived value and brand loyalty as outcomes of the revitalization of traditional skincare products. This supports the hypothesis by suggesting that consumers are often more emotionally attached to the brands that connect them with the imagery of a particular time, place, or experience and that long-established brands often promise an immediate return in the form of happy memories and comforts that new brands can't keep up with. The benefits of reviving earlier deleted brands through nostalgic ads can increase sales, improve brand image, posit a positive brand attitude, increase buying intentions, and improve the overall performance of the organization (Lasaleta et al., 2014; Thomas & Kohli, 2009). Respondents in our study felt nostalgic about traditional 95  skincare creams in terms of memories of past product use and the amount of feelings associated with the products. The results also indicated that they have been more emotionally attached to these creams for a very long time. Respondents also perceive these creams as skincare creams rather than just antiseptic creams. The relationships proved in our study are similar to those of Gilal et al. (2020b), who have demonstrated the direct effect of nostalgia advertisements on consumers' engagement in bringing the faded brands back to their present era. Our findings differ from Davari et al. (2017), who used nostalgia as a moderating variable in consumer participation in the brand resurrection movement via social media. However, our results align with Niemelä (2019), who suggested a direct and significant impact of nostalgia on the brand revitalization of iconic brands through consumer participation on social media. The findings of our study also differ from the model explained by Attipoe (2017), who suggested that brand revitalization through achieving customer perceived value leads to brand loyalty as a component of CBBE. The results suggest that advertising and celebrity strategy is significantly mediated between brand salience, nostalgia, customer perceived value, and brand loyalty. This supports the hypothesis by arguing that to outsmart each other, organizations use celebrities and experts as a revitalization strategy to increase the effectiveness of their advertising (Winterich et al., 2018; Phua et al., 2018). A celebrity endorsement is a proficient marketing communication tool used by companies to increase the perceived value of their brand to their customers. Consumers with higher power distance belief (PDB) towards celebrities express favorable evaluations for TV advertisements. 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