Nostalgia: An Attractive Theme for Marketing Researchers

Hajlaoui, Leila Lefi; Gharbi, Abderrazak

doi:10.5539/ijms.v12n1p30

Cited by 6 publications

(5 citation statements)

References 27 publications

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“…This means that advertising with a nostalgic nuance is needed that will encourage the growth of consumer interest (Ok, 2019). This nostalgic contribution could be the domain of marketing (Lefi Hajlaoui & Gharbi, 2020). This is important for creating nostalgic brand equity as a form of brand positioning in the market (Heinberg et al, 2020), so that nostalgia influences perceived image, perceived quality, brand awareness and brand loyalty for respondents (Yüce et al, 2019).…”

Section: Reputationmentioning

confidence: 99%

Nostalgic Marketing and its Antecedents on Gen X

Puspitasari,

Saputra,

Casmi

2024

J. Professional Business Review

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Purpose: This study aims to see the extent of Borobudur temple as heritage tourism with neuromarketing/nostalgia as its main indicator. Theoretical Framework: The basic theory used is neuromarketing theory. Nostalgia as neuromarketing is defined as an emotion that has implications for a series of complex psychological processes, including social behavior. This social behavior is also related to a person's consumption behavior towards certain purchases which creates a nostalgic impact on that person. This consumption behavior is related to the marketing strategy implemented by the marketing object. Design/Methodology: The research method used is the Structural Equation Modeling (SEM) SmartPLS version 4 model. With validity, reliability and goodness of fit analysis tools to answer the research hypothesis. Findings: The results obtained by nostalgia marketing have a positive and significant effect on brand reputation, service quality, and premium price. Brand reputation and premium price do not mediate nostalgic marketing on customer satisfaction, while service quality mediates. Last result, brand reputation and premium price had no effect on customer satisfaction, while service quality had a positive and significant effect. Practical and Social Effects: Tourists' perception of tourist attractions is formed not only on the basis of individual knowledge and beliefs about the characteristics of the site, but also their feelings and perceptions of the destination. Thus, if we want to strengthen again, there is a need for an age-old relationship between tourists and brands. With constant satisfaction, respondent satisfaction remains high to an insignificant price, and commitment and loyalty will be formed. Value or Origin: The many historical tourism sectors in Indonesia and the high number of older visitors make this sector a source of economic and regional growth. This is reinforced by data from Borobudur Temple as the largest Buddhist temple heritage tourist attraction in the world, where 23% of visitors or tourists are over 50 years old. At that age, what motivation makes them visit if not memories and historical facts of the past. Remembering the past, it is easiest to visit the subject directly, this is important in studying neuromarketing and emotions in business.

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Section: Reputationmentioning

confidence: 99%

Nostalgic Marketing and its Antecedents on Gen X

Puspitasari,

Saputra,

Casmi

2024

J. Professional Business Review

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“…In fact, they dissected the corpses of soldiers feeling nostalgic and found irritation in parts of the brain. Hofer (1934) was the first one who writes about nostalgia in the medical field (Hajlaoui and Gharbi, 2020). Nostalgia was diagnosed as a problem related to homesickness, in which when a person is unable to return to his/her homeland, and feels depressed and lonely.…”

Section: Literature Review 21 Nostalgia Marketingmentioning

confidence: 99%

The Effect of Nostalgia Marketing on Consumers' Purchase Intention

Alkhafagi¹

2023

JEAS

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The aim of this paper is to determine the effect of nostalgia marketing on consumers’ purchase intention and demographic factors. Nostalgia marketing is one of the marketing ideas that some organizations use it to attract customers by evoking memories or heritage in their minds. This method would affect the emotions and feelings of people, which may raise their desire to buy. The questionnaire was used as a tool for data collection, and it was distributed to a random sample of 512 individuals. A sample is a group of individuals who have seen small sculptures displayed in shops inside Babylon Mall in Baghdad. The small sculptures show the life of Baghdadis in the fifties and sixties of the last century. Statistical software was used for data analysis. The critical result of research indicates that there is a positive effect of nostalgia marketing on consumers’ purchase intention.

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“…The empirical studies by Marchegiani and Phau (2010) and Putra and Fariz (2020) illustrated that personal nostalgia intensity has a positive influence on brand awareness, attitudes, and purchase intention. Loveland et al (2010) and Hajlaoui and Gharbi (2020) indicated the relationship between brand preference and nostalgic feelings through empirical studies. On the basis of nostalgic proneness, Reisenwitz et al (2004) and Özhan and Akkaya (2020) depicted that consumers would produce senses of nostalgia by stimulation of nostalgia advertising, which would produce further nostalgic consumption.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

Zhang

Tao

2022

Front. Psychol.

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The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.

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Nostalgia: An Attractive Theme for Marketing Researchers

Cited by 6 publications

References 27 publications

Nostalgic Marketing and its Antecedents on Gen X

Nostalgic Marketing and its Antecedents on Gen X

The Effect of Nostalgia Marketing on Consumers' Purchase Intention

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

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