Journal of Business and Management
Vol 5, No 4 (2016)

The Effect of Nostalgia Marketing towards Advertising Engagement (Aqua Case)

Nathasia, Ervina (Unknown)
Nasution, Reza Ashari (Unknown)

Article Info

Publish Date
11 Nov 2016

Abstract

Abstract.This research examines the effect of nostalgia marketing towards the advertising engagement. This study attempts to provide an insight and to contribute a research finding about the effect of nostalgia marketing towards advertising engagement. The hypotheses were tested using data collected from two experiments of nostalgic and non-nostalgic groups. Findings indicate that people who have nostalgic feeling towards the ads is engaged with the ads, measured by how they remember the message of the ads and brand image. This paper concludes with a discussion of managerial implications, limitations and directions for future research.Keywords: nostalgia marketing, advertising engagement, brand image, experimental research

Copyrights © 2016




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
478.738 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journal of Business and Management
Website

Abbrev

jbm

Publisher

Institut Teknologi Bandung

Subject

Decision Sciences, Operations Research & Management

Description

Journal of Business and Management (JBM)is an online journal that is published three times a year. It publishes research papers that give rigorous theoretical and practical insight of business and managament. JBM aims to provide a forum for the dissemination of theory application and research in all ...