What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

Sarfaraz Ahmed Bhutto,Saifullah Shaikh,Qaisar Abbas,Hussain Amar,Qamar Abbas Mangi

doi:10.52223/jssa21-020405-26

Sarfaraz Ahmed Bhutto, Saifullah Shaikh + Show 3 more

Open Access

https://doi.org/10.52223/jssa21-020405-26

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Abstract

Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural equation modelling (CB-SEM). The results show that nostalgic emotion has positive and significant effect on purchase intention of customers. Moreover, mediating effect of attitude and attachment was confirmed in between nostalgic emotion and purchase intention. Consequently, this study confirmed that organizations should work on customer attitude and attachment which are the possible causes of nostalgic emotion, it may sufficiently increases customers’ purchase intention.

Highlights

Nostalgia can be defined as a feeling of pleasure and sometimes slight sadness at the same time as you think about things that happened in the past
Attachment to the product acted as a mediating factor in the link between Nostalgia and Purchase Intention
Route analysis shows that Nostalgia and Purchase Intention are fully mediated by Attachment to the Product as the mediating variable

Summary

Introduction

Nostalgia can be defined as a feeling of pleasure and sometimes slight sadness at the same time as you think about things that happened in the past. Nostalgia is a fascinating topic to explore and experience. Experiential marketing has gotten a lot of attention from customers when it comes to marketing (Ju et al, 2016). The emotional aspects of customers are used in experiential marketing to advertise a product. The term "nostalgia marketing" refers to a type of marketing that is based on the concept of "experiential marketing." People's feelings and emotions form an emotional bond between the consumer and the product in this situation. People are constantly nostalgic for the excellent times they had in the past. Customers' nostalgic feelings can be used by marketers to make them feel more connected to their products

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