The role of nostalgia in emotional connection of consumers with brands

Nostalgia is one of the basic human emotions, therefore the sentimental longing for something from the past is a feeling that most people recognize. The desire and pity for childhood is characteristic of all generations, which is why nostalgic marketing is considered a successful and valuable market...

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Autores principales:	Baltezarević Radoslav V., Milić Mladen V.
Formato:	article
Lenguaje:	EN SR
Publicado:	Institute of Serbian Culture Priština, Leposavić 2021
Materias:	nostalgia nostalgic marketing nostalgic brands consumer behavior competition market History (General) and history of Europe D Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/8ed298c1b5664c07aa22d5eda1d0dd2e
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spelling	oai:doaj.org-article:8ed298c1b5664c07aa22d5eda1d0dd2e2021-12-05T18:02:10ZThe role of nostalgia in emotional connection of consumers with brands0353-90082683-579710.5937/bastina31-32572https://doaj.org/article/8ed298c1b5664c07aa22d5eda1d0dd2e2021-01-01T00:00:00Zhttps://scindeks-clanci.ceon.rs/data/pdf/0353-9008/2021/0353-90082154137B.pdfhttps://doaj.org/toc/0353-9008https://doaj.org/toc/2683-5797Nostalgia is one of the basic human emotions, therefore the sentimental longing for something from the past is a feeling that most people recognize. The desire and pity for childhood is characteristic of all generations, which is why nostalgic marketing is considered a successful and valuable marketing strategy, which brings modernized versions of past objects and experiences and makes the old become new again. The main purpose of nostalgic marketing and nostalgic brands is to enable consumers to travel through time, back to early childhood and to remember their pleasant experiences and memories, and even to see themselves from a different time perspective. Such brands attract the attention of the audience by flirting with older, proven and well-known trends from the past, which evokes positive memories for consumers. This paper seeks to bring together and present information that can help companies and marketing professionals more easily decide on a nostalgic marketing strategy. Although many world-renowned companies today use nostalgic brands and nostalgic appeals to expand the target market and bridge the generation gap and beat competition in the market, the potential of this effective marketing approach is underused. For this reason, the main goal of the paper is to analyze the collected information from the available scientific literature and to offer new guidelines to experts in this field. Implementing a nostalgic marketing strategy and creating nostalgic brands creates an unbreakable emotional connection with consumers, in turn, consumers are willing to make a purchase, just to reminisce about their past memories and once again experience a sense of independence and belonging from childhood. Marketing experts would have to find a balance between the old and the new, that is, to create a modern turn towards the old product. Nostalgic brands, in today's demanding market, should meet modern standards, but in that process of modernization they should not desecrate the basic concept with which consumers once grew up.Baltezarević Radoslav V.Milić Mladen V.Institute of Serbian Culture Priština, Leposavićarticlenostalgianostalgic marketingnostalgic brandsconsumer behaviorcompetitionmarketHistory (General) and history of EuropeDSocial sciences (General)H1-99ENSRBaština, Vol 2021, Iss 54, Pp 137-147 (2021)
institution	DOAJ
collection	DOAJ
language	EN SR
topic	nostalgia nostalgic marketing nostalgic brands consumer behavior competition market History (General) and history of Europe D Social sciences (General) H1-99
spellingShingle	nostalgia nostalgic marketing nostalgic brands consumer behavior competition market History (General) and history of Europe D Social sciences (General) H1-99 Baltezarević Radoslav V. Milić Mladen V. The role of nostalgia in emotional connection of consumers with brands
description	Nostalgia is one of the basic human emotions, therefore the sentimental longing for something from the past is a feeling that most people recognize. The desire and pity for childhood is characteristic of all generations, which is why nostalgic marketing is considered a successful and valuable marketing strategy, which brings modernized versions of past objects and experiences and makes the old become new again. The main purpose of nostalgic marketing and nostalgic brands is to enable consumers to travel through time, back to early childhood and to remember their pleasant experiences and memories, and even to see themselves from a different time perspective. Such brands attract the attention of the audience by flirting with older, proven and well-known trends from the past, which evokes positive memories for consumers. This paper seeks to bring together and present information that can help companies and marketing professionals more easily decide on a nostalgic marketing strategy. Although many world-renowned companies today use nostalgic brands and nostalgic appeals to expand the target market and bridge the generation gap and beat competition in the market, the potential of this effective marketing approach is underused. For this reason, the main goal of the paper is to analyze the collected information from the available scientific literature and to offer new guidelines to experts in this field. Implementing a nostalgic marketing strategy and creating nostalgic brands creates an unbreakable emotional connection with consumers, in turn, consumers are willing to make a purchase, just to reminisce about their past memories and once again experience a sense of independence and belonging from childhood. Marketing experts would have to find a balance between the old and the new, that is, to create a modern turn towards the old product. Nostalgic brands, in today's demanding market, should meet modern standards, but in that process of modernization they should not desecrate the basic concept with which consumers once grew up.
format	article
author	Baltezarević Radoslav V. Milić Mladen V.
author_facet	Baltezarević Radoslav V. Milić Mladen V.
author_sort	Baltezarević Radoslav V.
title	The role of nostalgia in emotional connection of consumers with brands
title_short	The role of nostalgia in emotional connection of consumers with brands
title_full	The role of nostalgia in emotional connection of consumers with brands
title_fullStr	The role of nostalgia in emotional connection of consumers with brands
title_full_unstemmed	The role of nostalgia in emotional connection of consumers with brands
title_sort	role of nostalgia in emotional connection of consumers with brands
publisher	Institute of Serbian Culture Priština, Leposavić
publishDate	2021
url	https://doaj.org/article/8ed298c1b5664c07aa22d5eda1d0dd2e
work_keys_str_mv	AT baltezarevicradoslavv theroleofnostalgiainemotionalconnectionofconsumerswithbrands AT milicmladenv theroleofnostalgiainemotionalconnectionofconsumerswithbrands AT baltezarevicradoslavv roleofnostalgiainemotionalconnectionofconsumerswithbrands AT milicmladenv roleofnostalgiainemotionalconnectionofconsumerswithbrands
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The role of nostalgia in emotional connection of consumers with brands

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