Examining the Significance of Nostalgia in Consumer’s Behavior Using Data-Driven Theory

Purpose: The aim of the present study is to achieve a comprehensive multidimensional distinct new model concerning nostalgic marketing. Design/methodology/approach: Using data-driven theory, various codes and content the extracted from literature review and interviews with marketing experts. Having applied experts’ proposed modifications, the ultimate model for explaining nostalgia formation pattern was obtained. Findings: Individual characteristics, product features, organizational factors and situational factors lead to the formation of nostalgia, while individual and organizational consequences their identified as the results of nostalgia formation. Originality/value: In marketing management, consumers’ behavior is a significant Factor affecting decision-making and planning marketing processes, which is also effective in determining various strategies. Marketing manager frequently measure consumers’ behavior and use this criterion for making decisions concerning present and new products and services. Marketers’ employee various is strategies to affect consumer’s behavior, one of each is using nostalgic marketing. In this strategy, awareness of the factors creating the context for formation of nostalgia can help marketing managers employ more appropriate policies.