The effect of nostalgia marketing on the purchasing intention (Algerian Consumer)

Abstract

This thesis investigates the impact of nostalgia marketing on purchasing intention among Algerian consumers. The study aims to explore the relationship between ad-evoked nostalgia, brand attitude, and purchasing intention. The research questions guiding this study are: (1) Does ad-evoked nostalgia affect purchasing intention? (2) Does ad-evoked nostalgia affect brand attitude? (3) Does brand attitude influence purchasing intention? The first chapter introduces the research questions and formulates three hypotheses based on these questions. Chapter 2 provides an overview of nostalgia marketing, emphasizing its relevance in advertising and reviewing existing literature on the topic. Chapter 3 delves into consumer behavior and brand attitude, discussing the factors that influence consumer decision-making and examining the role of brand attitude in this process. In Chapter 4, an empirical study is conducted to investigate the relationships among ad-evoked nostalgia, brand attitude, and purchasing intention. The research methodology includes sample selection, data collection, and data analysis. The findings reveal positive relationships between ad-evoked nostalgia and both brand attitude and purchasing intention. Additionally, a positive relationship is observed between brand attitude and purchasing intention. The results of the empirical study provide insights into the effectiveness of nostalgia marketing in shaping consumer attitudes and intentions to purchase among Algerian consumers. The implications of these findings are discussed in detail, highlighting the importance of incorporating nostalgia-based advertising strategies to enhance brand attitude and stimulate purchasing intention. The conclusion chapter summarizes the key findings and their implications, and offers recommendations for marketers and advertisers targeting the Algerian market. Future research directions are also proposed to further explore the dynamics of nostalgia marketing and its influence on consumer behavior in different cultural contexts.