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Nostalgia: An Attractive Theme for Marketing Researchers

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  • Leila Lefi Hajlaoui
  • Abderrazak Gharbi

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.

Suggested Citation

  • Leila Lefi Hajlaoui & Abderrazak Gharbi, 2020. "Nostalgia: An Attractive Theme for Marketing Researchers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(1), pages 1-30, March.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:1:p:30
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    References listed on IDEAS

    as
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    2. C. Derbaix, 1995. "L'impact des réactions affectives induites par les messages publicitaires : Une analyse tenant compte de l'implication," Post-Print hal-02016760, HAL.
    3. Sandra Camus, 2002. "Les mondes authentiques et les stratégies d'authentification : Analyse duale consommateurs/distributeurs," Post-Print halshs-02920049, HAL.
    4. Philippe Robert-Demontrond & Gaëlle Boulbry, 2003. "Marketing mémoriel : attraits et dangers du phénomène nostalgique," Post-Print halshs-00069575, HAL.
    5. Aimee Drolet & Patti Williams & Loraine Lau-Gesk, 2007. "Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products," Marketing Letters, Springer, vol. 18(4), pages 211-221, December.
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    7. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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