Investigating the effect of nostalgic advertising on purchasing intention regarding its intermediate role of perceived self-perpetuating, brand attitude and emotional response to the brand (Case Study: Pak Co. Products)

Subject Areas : Jounal of Marketing Management

Mehdi Bagheri ¹ , Maryam Ghiasabadi Farahani ²

1 - Master of Business Administration, Arak Branch, Islamic Azad University, Arak, Iran
2 - PhD student in Business Management, Young and Elite Researchers Club, Arak Branch, Islamic Azad University, Arak, Iran

Received: 2019-02-11 Accepted : 2019-10-06 Published : 2018-10-23

Keywords: emotional response to brand, nostalgia, Brand attitude, business intention,

Abstract :

Nostalgic advertising is one of a kind of advertising that turns into a powerful tool for buying products by engaging people's feelings and attitudes. Therefore, the purpose of this research was to investigate the effect of nostalgic advertising on purchasing intention in terms of its intermediate role of perceived self-perpetuating, brand attitude and emotional response to the brand. This research is an applied study in terms of purpose and included in the group of causal researches. Population included the consumers of Pak Co. products in Arak city. After validation and reliability, verification was used for data collection. In this study, structural equations were used to investigate the relationships between model components. Also Lisrel software has been used for analyzing the hypotheses. According to the data analysis, the results indicated that nostalgic advertising has an effect on perceived self-perpetuating, brand attitude, emotional response to brand, and on buying intention; perceived self-perpetuating, brand attitude and emotional response to the brand affects the intention to purchase, and on the other hand nostalgia advertising does not affect the intention to purchase through perceived self-perpetuating, brand attitude and emotional response to the brand.

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