Nostalgia: An Attractive Theme for Marketing Researchers

Leila Lefi Hajlaoui and Abderrazak Gharbi

International Journal of Marketing Studies, 2020, vol. 12, issue 1, 30

Abstract: The use of nostalgia in the marketing domain has been the subject of several researches about consumer behaviour in general and advertising in particular. This multi-faceted concept offers a better understanding of consumer behavior and brand preferences on one side, as well as a better understanding of the purchase intent. This paper discusses the nostalgia theories from different perspectives. It provides an overview of the contributions in the marketing domain for a better use of this concept by marketers.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:12:y:2020:i:1:p:30

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