Nostalgia marketing: Examining music retromania

CBR - Consumer Behavior Review

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Field Value
Title Nostalgia marketing: Examining music retromania
Creator Gelgile, Hailemariam Kebede
Subject Marketing; Consumer behavior; Consumer Psychology;
Consumer behavior; Nostalgic Consumption; Nostalgic consumer;
Description Nostalgia has a solid presence in marketing. Studies have shown that nostalgic marketing strategy could be a powerful tool to market some goods and services. It has been seen that nostalgic marketing campaigns are becoming a preferred way of making the most out of brand equity possessed by old products, logos, and packaging. This study examines the prospects of nostalgia marketing for the music market and probes the level of nostalgia among various sets of personal characteristics. The study has applied a two-stage stratified sampling method. Seven strata have been identified based on respondents’ occupation, then a random sampling technique for final sample selection has been applied. Results suggested that nostalgia proneness varies among different groups of people. The study also found a strong association between nostalgia proneness and some individual and group characteristics. The study is thus telling decision-makers to seriously look into the nostalgia fact so that opportunities could be exploited.  As a future research direction, it is advised to conduct multiple rigorous studies to comprehend the issue from varied perspectives.
Publisher Universidade Federal de Pernambuco
Date 2021-05-01
Type info:eu-repo/semantics/article
Artigo Avaliado pelos Pares
quantitative method; structural equation modeling; descriptive analysis; inferential statistics;
Format application/pdf
Source CBR - Consumer Behavior Review; v. 5, n. 2 (2021): maio-agosto; 232-242
Language por
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