Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1204
Title: A road less traveled in nostalgia marketing: impact of spiritual well-being on effects of nostalgic advertisements
Authors: Singh, Ramendra
Sharma, Yukti
Kumar, Jitender
Keywords: Nostalgia
Reverie
Recollection
Issue Date: 2020
Publisher: SCOPUS
Journal of Marketing Theory and Practice
Routledge
Abstract: Spiritual well-being plays an integral role in the reconstruction of past events. In this direction, the current study investigates how differences in individuals’ spiritual well-being elicit different cognitive and emotional responses to nostalgic ads. And how such differences in spiritual well-being lead to the different purchase intention of nostalgic products. We displayed a series of old Indian ads to respondents and found spiritual well-being influenced ad-evoked nostalgia and purchase intention of nostalgic products positively. Our study contributes to a road less traveled in nostalgia marketing and necessitates marketers to consider audiences’ spiritual well-being before applying nostalgic appeal.
Description: Singh, Ramendra Kumar, Marketing Group, Indian Institute of Management Calcutta, Kolkata, India; Sharma, Yukti, Marketing Department, MDI Murshidabad, Katnai, India; Kumar, Jitender, Marketing Department, Sharda University, Greater Noida, India
ISSN/ISBN - 10696679
DOI - 10.1080/10696679.2020.1836975
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85095721883&doi=10.1080%2f10696679.2020.1836975&partnerID=40&md5=09eed71f91014f23d55792b4c1c8e1a7
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1204
Appears in Collections:Marketing

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