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Research Paper | Marketing | India | Volume 12 Issue 10, October 2023 | Popularity: 5.5 / 10

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The Impact of Nostalgia - Based Marketing on Consumer Perception

Madhurika Saraniyan

Abstract: This research delves into the dynamic relationship between nostalgia - based marketing and consumer perception, specifically examining its influence on consumer attitudes, preferences, and purchase intentions. A comprehensive analysis was conducted using a sample of 540 respondents who were exposed to three distinct nostalgic advertisements ? Dairy Milk, Paperboat Aamras, and Milk Bikis. The study employed chi - square tests, revealing statistically significant associations between participants' perceptions of the ads and their intentions toward the respective products, explaining the power of nostalgia - based marketing. Percentage analysis further demonstrated nostalgia's effectiveness, with a substantial proportion of respondents reporting high emotional connections and the rekindling of cherished childhood memories. This study underlines the strategic significance of nostalgia - based marketing in consumer engagement, offering valuable insights for marketers aiming to create deep emotional bonds with their audience. Recognizing the emotive impact of nostalgia stands as a crucial element in enhancing brand loyalty and strengthening a brand's market position in the evolving landscape of consumer preferences.

Keywords: brand loyalty, emotional connection, nostalgia marketing, consumer perception

Edition: Volume 12 Issue 10, October 2023

Pages: 678 - 681

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