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EMAC 2024 Annual


RECONNECTING WITH THE PAST: EXAMINING NOSTALGIA ADVERTISING’S IMPACT ON PURCHASE INTENTIONS
(A2024-118522)

Published: May 28, 2024

AUTHORS

Lebohang Masoga, University of Cape Town; Sulaiman Mohamed, University of Cape Town; Nkosivile Madinga, University of Cape Town ; Kathryn Wahl, University of Cape Town

ABSTRACT

In a competitive market, advertising plays an important role in establishing strong relationships. To achieve this, brands must tap into the emotions of their consumers, forging a deep and meaningful relationship, through nostalgia advertising. Despite its immense potential in shaping advert attitudes, brand attitudes, loyalty, and purchase behaviour, few brands have fully explored this avenue. This study aims to examine the impact of nostalgia advertising versus non-nostalgia advertising on purchase intentions. Additionally, this study examines the impact of advert attitudes and brand attitudes on brand image, loyalty and purchase intention. 250 responses were collected using online self-administered surveys. Partial least squares structural equation modelling (PLS) was used to analyse data. The findings revealed that there is no significant difference between the effects of nostalgia and non-nostalgia advertising on advert attitudes and brand attitudes. The findings show that brand attitudes have an impact on purchase intention. However, the advert attitudes do not influence purchase intentions. The findings also revealed that brand attitudes influence brand image and brand loyalty, highlighting the important impact of brand attitudes. This study underscores the significance of nostalgia advertising but also highlights the importance of embracing contemporary advertising strategies.