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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: Nostalgia from the Younger Generation Perspective: The Impact of Nostalgia Advertising on Postmodern Individuals
Author(s): Ebru Guzel, Elif Yolbulan Okan
Volume: 7
Number: 3
Year: 2016
Page: 137-154
ISSN: 1309-2448
DOI Number: 10.20409/berj.2016321813
Abstract
Companies need to find new branding and marketing strategies to overcome the problems rising from the intense competition in every sector and increasing consumer expectations. While searching for new tactics to attract consumers’ attention and moreover position their brand in the mind and hearts of their target groups, nostalgia and retro marketing offers many advantages. The rising trend of nostalgia in advertisements revealed the necessity of investigating effectiveness. The aim of this study is to determine the nostalgia trend among postmodern individuals who are born between 1980-1985, and analyze their approach to nostalgia theme used in advertisements. Survey method is used to examine the nostalgia proneness and effectiveness of nostalgia advertisements. According to findings, personal and interpersonal nostalgia is more prominent among respondents and nostalgia ads are effective in triggering consumers emotions rather than directing their consumer behavior.
Keywords: Nostalgia, Nostalgia Advertising, Retro Advertising
JEL Classification: M37, M30

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