Nostalgia Advertising and Consumer Purchase Intention: An Empirical Study from Pakistan

• 발행기관: 한국유통과학회
• 저자명: Kashif RIAZ Syed Karamatullah HUSSAINY Kamran KHAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.4, 153~162쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded to the structural model where results related to hypotheses were obtained. The study’s findings corroborated the literature, revealing that historical nostalgia advertisements have a significant impact on consumers’ cognition and emotions, leading to an effect on attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate benefits.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

5. Conclusion and Recommendations

References

키워드

Historical Nostalgia Purchase Intentions Advertising Agencies Ad Creation Effective Communication