Nostalgia marketing: Examining music retromania

CBR - Consumer Behavior Review

View Publication Info
 
 
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
 
Contributor
 
Date 2021-05-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo Avaliado pelos Pares
quantitative method; structural equation modeling; descriptive analysis; inferential statistics;
 
Format application/pdf
 
Identifier https://periodicos.ufpe.br/revistas/cbr/article/view/248606
10.51359/2526-7884.2021.248606
 
Source CBR - Consumer Behavior Review; v. 5, n. 2 (2021): maio-agosto; 232-242
2526-7884
 
Language por
 
Relation https://periodicos.ufpe.br/revistas/cbr/article/view/248606/38190
/*ref*/Baker, S., & Kennedy, P. (1994). "Death By Nostalgia: a Diagnosis of Context-Specific Cases", in NA - Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Provo, UT: Association for Consumer Research, Pages: 169-174. Bandalos, D. L. (2002). The effects of item parceling on goodness-of-fit and parameter estimate bias in structural equation modeling. Structural Equation Modeling, 9(1), 78-102. https://doi.org/10.1207/S15328007SEM0901_5 Barrett, F. S., Grimm, K. J., Robins, R. W., Wildschut, T., Sedikides, C., & Janata, P. (2010). Music-Evoked Nostalgia: Affect, Memory, and Personality. Emotion, 10(3), 390-403. https://doi.org/10.1037/a0019006 Chen, H. Bin, Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360. https://doi.org/10.1016/j.jbusres.2013.01.003 Cui, R. (2015). A Review of Nostalgic Marketing. Journal of Service Science and Management, 8(1), 125-131. https://doi.org/10.4236/jssm.2015.81015 Fox, W. S., & Davis, F. (1981). Yearning for Yesterday: A Sociology of Nostalgia. Social Forces, 60(2), 636-637. https://doi.org/10.2307/2578475 Friedman, L. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. Forbes, Under 30. Fuentenebro de Diego, F., & Valiente Ots, C. (2014). Nostalgia: a conceptual history. History of Psychiatry, 25(4), 404-411. https://doi.org/10.1177/0957154X14545290 Goulding, C. (2002). An Exploratory Study of Age Related Vicarious Nostalgia and Aesthetic Consumption. in: NA - Advances in Consumer Research, Volume 29, Valdosta, GA : Association for Consumer Research, Pages: 542-546. Hamilton, K., & Wagner, B. A. (2014). Commercialized nostalgia: Staging consumer experiences in small businesses. European Journal of Marketing, 48(5/6), 813-832. https://doi.org/10.1108/EJM-05-2012-0325 Havlena, W. J., & Holak, S. L. (1991). The Good Old Days: Observations On Nostalgia and Its Role In Consumer Behavior. in NA - Advances in Consumer Research, Volume 18, Provo, UT: Association for Consumer Research, Pages: 323-329. Holak, S. L., Havlena, W. J., & Matveev, A. V. (2006). Exploring Nostalgia in Russia: Testing the Index of Nostalgia-Proneness. in E - European Advances in Consumer Research, Volume 7, Goteborg, Sweden: Association for Consumer Research, Pages: 195-200. Holbrook, M. B. (1993). Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes. Journal of Consumer Research, 20(2), 245-256. https://doi.org/10.1086/209346 Hunt, L., & Johns, N. (2013). Image, place, and nostalgia in hospitality branding and marketing. Worldwide Hospitality and Tourism Themes, 5(1), 14-26. https://doi.org/10.1108/17554211311292411 Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083. https://doi.org/10.1108/MD-11-2015-0501 Kasinitz, P., & Hillyard, D. (1995). The old-timers’ tale: The Politics of Nostalgia on the Waterfront. Journal of Contemporary Ethnography, 24(2). https://doi.org/10.1177/089124195024002001 Kozinets, R. V. (2004). Time, Space, and the Market: Retroscapes Rising. Journal of the Academy of Marketing Science, 32(1), 96-98. Marchegiani, C., & Phau, I. (2012). The effect of music on consumers’ nostalgic responses towards advertisements under personal, historical, and non-nostalgic conditions. International Review of Retail, Distribution, and Consumer Research, 22(1), 27-53. https://doi.org/10.1080/09593969.2011.618885 Pascal, V. J., Sprott, D. E., & Muehling, D. D. (2002). The influence of evoked nostalgia on consumers’ responses to advertising: An exploratory study. Journal of Current Issues and Research in Advertising, 24(1), 39-47. https://doi.org/10.1080/10641734.2002.10505126 Prete, A. (2001). Nostalgic Social Thought. In International Encyclopedia of the Social & Behavioral Sciences, 10747-10749. https://doi.org/10.1016/b0-08-043076-7/00108-x Reed, A., Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310-321. https://doi.org/10.1016/j.ijresmar.2012.08.002 Schindler, R. M., & Holbrook, M. B. (2003). Nostalgia for Early Experience as a Determinant of Consumer Preferences. Psychology and Marketing, 20(4), 275-302. https://doi.org/10.1002/mar.10074 Sedikides, C., & Wildschut, T. (2018). Finding meaning in Nostalgia. Review of General Psychology. 22(1). https://doi.org/10.1037/gpr0000109 Sierra, J. J., & McQuitty, S. (2007). Attitudes and emotions as determinants of nostalgia purchases: An application of social identity theory. Journal of Marketing Theory and Practice, 15(2), 99-112. https://doi.org/10.2753/MTP1069-6679150201 Stem, B. B. (1992). Historical and personal nostalgia in advertising text: The fin de siecle effect. Journal of Advertising, 21(4), 11-22. https://doi.org/10.1080/00913367.1992.10673382 Triantafillidou, A., & Siomkos, G. (2014). Consumption experience outcomes: Satisfaction, nostalgia intensity, word-of-mouth communication, and behavioral intentions. Journal of Consumer Marketing, 31(6/7), 526-540. https://doi.org/10.1108/JCM-05-2014-0982 Underwood, R. L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience. Journal of Marketing Theory and Practice, 11(1), 62-76. https://doi.org/10.1080/10696679.2003.11501933 Vignolles, A., & Pichon, P.-E. (2014). A taste of nostalgia. Qualitative Market Research: An International Journal, 17(3), 225-238. https://doi.org/10.1108/qmr-06-2012-0027 Zhou, X., Wildschut, T., Sedikides, C., Chen, X., & Vingerhoets, A. J. J. M. (2012). Heartwarming memories: Nostalgia maintains physiological comfort. Emotion, 12(4), 678–684. https://doi.org/10.1037/a0027236 Zhou, X., Wildschut, T., Sedikides, C., Shi, K., & Feng, C. (2012). Nostalgia: The Gift That Keeps on Giving: Figure A1. Journal of Consumer Research, 39(1), 39-50. https://doi.org/10.1086/662199
 
Rights Direitos autorais 2021 CBR - Consumer Behavior Review
http://creativecommons.org/licenses/by/4.0
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library