| Abstract [eng] |
Nostalgic marketing became particularly popular during the COVID-19 pandemic, as the threat of the disease increased consumers' feelings of nostalgia and their preference for nostalgic brands. In addition, nostalgia shapes popular culture: consumers' purchases of products from previous periods, selection of brands that evoke memories, are determined by nostalgic consumer traits and by nostalgic marketing decisions. For these reasons, the role of nostalgia in marketing is growing and this trend is not expected to change in the near future. This justifies the relevance of research in this area. Research on the use of nostalgia in marketing decisions shows a lack of studies on nostalgic advertising, as the effectiveness of this advertising is still unclear and consumers' reactions to it are different (Wei et al., 2023). Although nostalgia in advertising has been extensively studied, there is a lack of studies that have identified the impact of the use of the relevant nostalgia type in advertising on brand attitude and purchase intention (Koh, 2022), and the effect of consumers' nostalgia pronenness on these brand and behaviour outcomes. Considering these limitations, the research question of the project is what is the impact of ad-evoked consumer nostalgia on consumers' brand attitude and their purchase intention? The aim of the project is to reveal the effect of ad-evoked consumer nostalgia on consumers' brand attitude and the purchase intention. Main project results. The theoretical study shows that marketing research divides nostalgic advertising into personal or historical nostalgia-based advertising, which evoke personal or historical consumer nostalgia respectively. The results of the theoretical analysis were summarised and a conceptual model of the effect of ad-evoked consumer nostalgia on consumers' brand attitude and their purchase intention was developed and tested in the context of the personal nostalgia-based advertisement for the brand Bitė, entitled Prisiminkite, kas brangiausia!, and the historical nostalgia-based Volfas Engelman advertisement Volfas Engelman Laiko jungtis. Factor analysis identified two individual factors in consumers' nostalgia proneness – the past and the future oriented nostalgia proneness. The results of the empirical study confirm that advertisements based on personal and historical nostalgia induce consumers' personal and historical nostalgia respectively. Based on personal nostalgia, the advertisement of the brand Bitė also evokes images of the past, physiological reactions and positive emotions. The historical nostalgia-based advertising of the brand Volfas Engelman evokes fantasies of past eras and emotions. Both ad-evoked personal and historical consumer nostalgia have a positive influence on consumers' brand attitude and the purchase intention. The moderation effect analysis confirmed that consumers' future-oriented nostalgia proneness enhances the influence of ad-evoked consumer nostalgia on consumers' brand attitude in the case of the personal nostalgia-based Bitė advertisement and the historical nostalgia-based Volfas Engelman advertisement. |
