European luxury fashion brand advertising and marketing relating to nostalgia

Ok, Pelin

doi:10.24434/j.scoms.2018.02.007

Cited by 4 publications

(3 citation statements)

References 25 publications

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“…According to the results of existing research, there is a positive influence of nostalgic marketing on consumers' purchasing intentions (Y. . 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).…”

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 the product realm, Ok's research highlights nostalgic elements in luxury advertising. He pointed out that luxury brands use personal nostalgia and historical nostalgia to attract different categories of consumers and build emotional connections [5]. Meanwhile, Taylor's reporting reveals how brands such as KFC are trying to attract consumers by launching products with a nostalgic element, especially during the pandemic.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

Chen

2023

HBEM

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This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia marketing. The first case study analyzes the retro wave created by the popular TV series “Stranger Things” and how it skillfully employed elements from the STEPPS model (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to achieve successful viral marketing. The second case explores KFC China’s “Back to 1987 Prices” campaign, demonstrating how nostalgia can be leveraged on the product side to drive consumer engagement and brand affinity. The analysis dissects the strategies used in each case study, revealing the effectiveness of nostalgia in achieving viral marketing. In conclusion, this study underscores the profound significance of nostalgia marketing in contemporary brand strategies. By examining two distinct Möbius strip frameworks—Product-Based Nostalgic Marketing Möbius Strip and Media-Based Nostalgic Marketing Möbius Strip, this study unveils the enduring appeal of nostalgia in evoking consumer emotions and creating contagious marketing phenomena. Brands should grasp consumers’ emotional ties to the past to increase brand visibility, foster community, and drive long-term business growth in products and media, effectively triggering and riding the retro wave.

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“…The stimulated represents experiences of the experienced. As for the collective, it represents a culture, a generation, or a country (Ok, 2019).…”

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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European luxury fashion brand advertising and marketing relating to nostalgia

Cited by 4 publications

References 25 publications

Nostalgic Marketing and its Antecedents on Gen X

Nostalgic Marketing and its Antecedents on Gen X

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

The Effect of Nostalgia Marketing on Consumers' Purchase Intention

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