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 |
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.