Nostalgic Consumers: A Study of the Impact of Nostalgia Marketing on the Consumers

Nostalgic Consumers: A Study of the Impact of Nostalgia Marketing on the Consumers

Nostalgia marketing

marketing

consumer culture

consumer behaviour

brands

marketing psychology

Economics

Marketing

Psychology

“Nostalgia in marketing is a marketing strategy that brands use; they use themes or products from the past in their current marketing strategy to create a unique emotional feeling in customers.” (Jones, 2015) Nostalgia is a psychological phenomenon which many brands use by  aligning their products and/or services with their consumers’ positive memories of the past. This paper offers evidence that nostalgia marketing actually works through the context of two popular brands across the Indian subcontinent: Rasna and Tang. This paper also analyzes how various factors such as age, gender, and religious festivals impact nostalgia marketing. It investigates how nostalgia directly impacts consumers’ purchase behavior, their repurchase decisions, their loyalty, their trust towards the brands, and their product recommendations.
 

Bansal, Udita

Artha Journal of Social Sciences; Vol. 21 No. 2 (2022): Artha Journal of Social Sciences

0000-0000

0975-329X

Centre for Publications, CHRIST (Deemed to be University), Bangalore

2022-10-31

Copyright (c) 2022 Artha Journal of Social Sciences

http://creativecommons.org/licenses/by-nc/4.0

application/pdf

eng

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Peer-reviewed Article

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