The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

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dc.contributor.authorÖzhan, Şeniz
dc.contributor.authorTalih Akkaya, Duygu
dc.date.accessioned2022-05-11T14:07:19Z
dc.date.available2022-05-11T14:07:19Z
dc.date.issued2020
dc.departmentMeslek Yüksekokulları, Çorlu Meslek Yüksekokulu, Pazarlama ve Reklamcılık Bölümü
dc.description.abstractNostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today’s intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intention as well as to evaluate it with regard to the purchase decision making process of the consumer. The structural equation model was used for testing the developed hypothesis with a sample group comprised of 381 consumers. The study puts forth that sense of nostalgia has a strong effect on ad-evoked nostalgia, attitude and purchase intention. The findings of the study point out to the marketers that nostalgic signs in advertisements may have positive effects on the brand attitude and the purchase intention of the targeted groups.
dc.identifier.doi10.26650/ibr.2020.49.0050
dc.identifier.endpage401
dc.identifier.issn2630-5488
dc.identifier.issue2en_US
dc.identifier.startpage385
dc.identifier.trdizinidTkRJMk5qRXpNdz09
dc.identifier.urihttps://doi.org/10.26650/ibr.2020.49.0050
dc.identifier.urihttps://app.trdizin.gov.tr/makale/TkRJMk5qRXpNdz09
dc.identifier.urihttps://hdl.handle.net/20.500.11776/5061
dc.identifier.volume49
dc.identifier.wosWOS:000607935000010
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakTR-Dizin
dc.institutionauthorÖzhan, Şeniz
dc.language.isoen
dc.relation.ispartofIstanbul business research
dc.rightsinfo:eu-repo/semantics/openAccess
dc.titleThe Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention
dc.typeArticle

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