NOSTALGIA MARKETING

Literature Review

Introduction

Many years ago, uncertainties were present in the global economy, whereas employment level was also uncertain in many countries. Many big brands had been using nostalgia marketing to remind people about the good time they had spent in the past. In doing so, brands have strengthened their historical and cultural heritage, their products, the endurance and quality of their authenticity and their own ability. Nostalgia marketing has been used in the retail business especially, and in store atmosphere around the world (Holbrook, 2003).

Although, nostalgia would appear to benefit from its ability to generate favourable affect as well as encourage self-referencing, concerns have been raised that evoking self-directed thoughts in a nostalgia advertising context may sometimes lead to undesirable side effects, in that generation of these thoughts may actually distract consumers from attending to the advertiser's central message. Thus, for advertisers considering the use of a nostalgic advertising format, a potential trade-off may lie between attempting to generate favourable emotions (affective responses) while simultaneously encouraging consumers to focus on and recall the brand/ message-related aspects of the advertisement. It is our contention (discussed further in a subsequent section of this paper) that, due to their self-referencing nature, the elicitation of some types of nostalgic reflections (namely, personal nostalgic thoughts) may actually undermine (detract from) an ad's ability to communicate relevant message points.

Atmospherics are well designed to create a buying behaviour, which change the customers possibility of purchase and produces emotional effects. The functional attributes in the store (e.g., merchandise or commodities type) and the touching attributes (e.g., likeability and pleasantness) that a consumer elicits in his/her mind determine a store's persona. Researchers indicated that the emotional and functional aspects are strongly correlated with each other.

When there is little or no personal contact between the customer and the company, the brand is the most important question of customer choice. However, competitive advantage can be better assured, when the client's emotional involvement with a brand is reinforced by an emotional commitment to the people who sell and deliver the product of that brand, which is the essence of emotional value added. Objectivity has prevailed for the past 100 years, while emotions have been reduced as if they have implications for management. Subjectivity has been banished, and even considered undesirable and potentially dangerous. It is now believed that the effective policy measures are mandatory to aid in improving the performance and others things that has to be measured objectively. This is one of the largest and most dangerous fallacies, which today threaten organizations. Rationally, this has become the "god" of modern scientific management. Everything has to be analyzed and determined scientifically. When creating this two-dimensional world, it has dispensed with the critical third dimension of emotion, feelings that people experience. Rationality is a major force in making decisions, but its strength decreases severely, if there are no emotions or are ignored (Baker and Grewal, 2002).

Nostalgia Marketing

The use of nostalgic motives has been increasing since the early nineties from the reintroduction of ...