Odnos potrošnikov do nostalgičnih in nenostalgičnih blagovnih znamk : diplomsko delo

Balažinec, Nina (author), Golob, Urša (mentor)

Koncept nostalgije v marketingu se je začel pojavljati šele konec dvajsetega stoletja, v času ekonomskih, gospodarskih in zdravstvenih sprememb ter napredka. Za to obdobje je pri ljudeh značilen občutek negotovosti, ki ustvarja željo po varnosti, dobrem počutju in vrnitvi k osnovnim vrednotam, kar omogoča prav nostalgija. V diplomskem delu sem se zato odločila, da bom raziskala odnos, ki ga imajo potrošniki s tistimi blagovnimi znamkami, ki vzbujajo nostalgijo, v primerjavi s tistimi, ki je ne. Na temelju raziskave sem želila dobiti vpogled, kako se odnos razlikuje glede na določene dimenzije in v kolikšni meri. Sodeč po rezultatih kvantitativne raziskave ugotavljam, da imajo potrošniki bolj pozitiven odnos do nostalgičnih kot do nenostalgičnih znamk. Glede na to, da je bilo zaznati večjo naklonjenost, stopnjo povezave med potrošnikom in posameznikovo osebnostjo in tudi višjo stopnjo zaupanja, bi zapisala, da lahko s premišljeno strategijo predstavlja odlično orodje za doseganje čustvene povezave med blagovno znamko in občinstvom.

• Language: Slovenian
• Keywords: nostalgija, nostalgično oglaševanje, navezanost, povezave med posameznikovo osebnostjo in blagovno znamko, zaupanje
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [N. Balažinec]
• Year: 2022
• Number of pages: 75 str.
• PID: 20.500.12556/RUL-136739
• UDC: 366:659.1(043.2)
• COBISS.SI-ID: 109232131
• Publication date in RUL: 19.05.2022

BALAŽINEC, Nina, 2022, Odnos potrošnikov do nostalgičnih in nenostalgičnih blagovnih znamk : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : N. Balažinec. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=136739

Secondary language

• Language: English
• Title: Consumer attitudes towards nostalgic and non-nostalgic brands

Abstract

The concept of nostalgia in marketing started to emerge at the end of the twentieth century, at a time of economic changes, health changes and progress. This period is characterised by a sense of insecurity that creates a desire for security, well-being and a return to core values, which is what nostalgia makes possible. In my thesis, I therefore decided to explore the relationship consumers have with brands that evoke nostalgia compared to those that do not. Through this research, I wanted to gain insight into how attitudes differ along certain dimensions and to what extent. Judging by the results of the quantitative survey, I find that consumers have more positive attitudes towards nostalgic brands than towards non-nostalgic brands. Given that there was a greater degree of affection, a greater degree of connection between the consumer and the individual's personality, and also a higher degree of trust, I would say that a well-thought-out strategy can be an excellent tool for achieving an emotional connection between a brand and its audience.

• Keywords: nostalgia, nostalgic advertising, attachment, self-brand connections, loyalty