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What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

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  • Sarfaraz Ahmed Bhutto
  • Saifullah Shaikh
  • Hussain Amar
  • Qamar Abbas Mangi
  • Qaisar Abbas

Abstract

Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural equation modelling (CB-SEM). The results show that nostalgic emotion has positive and significant effect on purchase intention of customers. Moreover, mediating effect of attitude and attachment was confirmed in between nostalgic emotion and purchase intention. Consequently, this study confirmed that organizations should work on customer attitude and attachment which are the possible causes of nostalgic emotion, it may sufficiently increases customers’ purchase intention.

Suggested Citation

  • Sarfaraz Ahmed Bhutto & Saifullah Shaikh & Hussain Amar & Qamar Abbas Mangi & Qaisar Abbas, 2021. "What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 2(4), pages 135-144.
    • Handle: RePEc:adx:jssajr:v:2:y:2021:i:4:p:135-144
    DOI: 10.52223/JSSA21-020405-26
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    References listed on IDEAS

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    1. Holbrook, Morris B, 1993. "Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 245-256, September.
    2. Aurélie Kessous, 2015. "Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past," Post-Print hal-01828667, HAL.
    3. Rittichainuwat, Bongkosh & Rattanaphinanchai, Suphaporn, 2015. "Applying a mixed method of quantitative and qualitative design in explaining the travel motivation of film tourists in visiting a film-shooting destination," Tourism Management, Elsevier, vol. 46(C), pages 136-147.
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