Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices

ISBN-13: 9783031215452 / Angielski / Twarda / 2023 / 162 str.

Marco Pichierri

Opis

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.

Spis treści

1: Nostalgia marketing and consumer behavior.- 2: Nostalgic advertising usage in sports season tickets campaigns.- 3: The impact of nostalgic advertising on consumer willingness to donate during a crisis.- 4: Examining nostalgic advertising effectiveness in sustainable food consumption behavior.- 5: A systematic review of nostalgia-based marketing strategies in sport tourism.- 6: Conclusions.

O autorze

Marco Pichierri is Assistant Professor of Marketing and Business Management at the University of Bari “Aldo Moro” in Bari, Italy. His main research focus is on consumer behavior and advertising effectiveness. His works have been published in several international peer-reviewed journals such as the Journal of Advertising Research, Journal of Business Research, Journal of Interactive Marketing, Marketing Letters, Computers in Human Behavior, Journal of Services Marketing, and Current Issues in Tourism.

Blurb

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sports marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research on the topic. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.

Marco Pichierri is Assistant Professor of Marketing and Business Management at the University of Bari “Aldo Moro” in Bari, Italy. His main research focus is on consumer behavior and advertising effectiveness. His works have been published in several international peer-reviewed journals such as the Journal of Advertising Research, Journal of Business Research, Journal of Interactive Marketing, Marketing Letters, Computers in Human Behavior, Journal of Services Marketing, and Current Issues in Tourism.