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.
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