Nostalgia marketing: examining music retromania
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Consumer Behavior Review |
Texto Completo: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/248606 |
Resumo: | Nostalgia has a solid presence in marketing. Studies have shown that nostalgic marketing strategy could be a powerful tool to market some goods and services. It has been seen that nostalgic marketing campaigns are becoming a preferred way of making the most out of brand equity possessed by old products, logos, and packaging. This study examines the prospects of nostalgia marketing for the music market and probes the level of nostalgia among various sets of personal characteristics. The study has applied a two-stage stratified sampling method. Seven strata have been identified based on respondents’ occupation, then a random sampling technique for final sample selection has been applied. Results suggested that nostalgia proneness varies among different groups of people. The study also found a strong association between nostalgia proneness and some individual and group characteristics. The study is thus telling decision-makers to seriously look into the nostalgia fact so that opportunities could be exploited. As a future research direction, it is advised to conduct multiple rigorous studies to comprehend the issue from varied perspectives. |
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Nostalgia marketing: examining music retromaniaMarketing de nostalgia: examinando a retromania da músicanostalgiaretromaniamusicnostalgic behaviornostalgic marketing.nostalgiaretromaniamúsicacomportamento nostálgicomarketing nostálgico.Nostalgia has a solid presence in marketing. Studies have shown that nostalgic marketing strategy could be a powerful tool to market some goods and services. It has been seen that nostalgic marketing campaigns are becoming a preferred way of making the most out of brand equity possessed by old products, logos, and packaging. This study examines the prospects of nostalgia marketing for the music market and probes the level of nostalgia among various sets of personal characteristics. The study has applied a two-stage stratified sampling method. Seven strata have been identified based on respondents’ occupation, then a random sampling technique for final sample selection has been applied. Results suggested that nostalgia proneness varies among different groups of people. The study also found a strong association between nostalgia proneness and some individual and group characteristics. The study is thus telling decision-makers to seriously look into the nostalgia fact so that opportunities could be exploited. As a future research direction, it is advised to conduct multiple rigorous studies to comprehend the issue from varied perspectives.A nostalgia tem uma presença sólida no marketing. Estudos têm mostrado que uma estratégia de marketing nostálgico pode ser uma ferramenta poderosa para comercializar alguns bens e serviços. Foi visto que as campanhas de marketing nostálgicos estão se tornando a forma preferida de aproveitar ao máximo o valor da marca possuído por produtos, logotipos e embalagens antigas. Este estudo examina as perspectivas do marketing de nostalgia para o mercado musical e investiga o nível de nostalgia entre vários conjuntos de características pessoais. O estudo aplicou um método de amostragem estratificada em dois estágios. Sete estratos foram identificados com base na ocupação dos entrevistados, em seguida, uma técnica de amostragem aleatória para a seleção da amostra final foi aplicada. Os resultados sugeriram que a tendência à nostalgia varia entre diferentes grupos de pessoas. O estudo também encontrou uma forte associação entre a tendência à nostalgia e algumas características individuais e de grupo. O estudo está, portanto, dizendo aos tomadores de decisão para olhar seriamente para o fato da nostalgia para que as oportunidades possam ser exploradas. Como direção de pesquisas futuras, é aconselhável realizar vários estudos rigorosos para compreender o assunto de perspectivas variadas.Universidade Federal de Pernambuco2021-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionquantitative method; structural equation modeling; descriptive analysis; inferential statistics;application/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/24860610.51359/2526-7884.2021.248606CBR - Consumer Behavior Review; Vol. 5 No. 2 (2021): may-august; 232-242CBR - Consumer Behavior Review; v. 5 n. 2 (2021): maio-agosto; 232-2422526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/248606/38190Copyright (c) 2021 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessGelgile, Hailemariam Kebede2023-05-26T01:58:32Zoai:oai.periodicos.ufpe.br:article/248606Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T01:58:32Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false |
dc.title.none.fl_str_mv |
Nostalgia marketing: examining music retromania Marketing de nostalgia: examinando a retromania da música |
title |
Nostalgia marketing: examining music retromania |
spellingShingle |
Nostalgia marketing: examining music retromania Gelgile, Hailemariam Kebede nostalgia retromania music nostalgic behavior nostalgic marketing. nostalgia retromania música comportamento nostálgico marketing nostálgico. |
title_short |
Nostalgia marketing: examining music retromania |
title_full |
Nostalgia marketing: examining music retromania |
title_fullStr |
Nostalgia marketing: examining music retromania |
title_full_unstemmed |
Nostalgia marketing: examining music retromania |
title_sort |
Nostalgia marketing: examining music retromania |
author |
Gelgile, Hailemariam Kebede |
author_facet |
Gelgile, Hailemariam Kebede |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gelgile, Hailemariam Kebede |
dc.subject.por.fl_str_mv |
nostalgia retromania music nostalgic behavior nostalgic marketing. nostalgia retromania música comportamento nostálgico marketing nostálgico. |
topic |
nostalgia retromania music nostalgic behavior nostalgic marketing. nostalgia retromania música comportamento nostálgico marketing nostálgico. |
description |
Nostalgia has a solid presence in marketing. Studies have shown that nostalgic marketing strategy could be a powerful tool to market some goods and services. It has been seen that nostalgic marketing campaigns are becoming a preferred way of making the most out of brand equity possessed by old products, logos, and packaging. This study examines the prospects of nostalgia marketing for the music market and probes the level of nostalgia among various sets of personal characteristics. The study has applied a two-stage stratified sampling method. Seven strata have been identified based on respondents’ occupation, then a random sampling technique for final sample selection has been applied. Results suggested that nostalgia proneness varies among different groups of people. The study also found a strong association between nostalgia proneness and some individual and group characteristics. The study is thus telling decision-makers to seriously look into the nostalgia fact so that opportunities could be exploited. As a future research direction, it is advised to conduct multiple rigorous studies to comprehend the issue from varied perspectives. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-05-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion quantitative method; structural equation modeling; descriptive analysis; inferential statistics; |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/248606 10.51359/2526-7884.2021.248606 |
url |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/248606 |
identifier_str_mv |
10.51359/2526-7884.2021.248606 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/248606/38190 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 CBR - Consumer Behavior Review info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 CBR - Consumer Behavior Review |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
dc.source.none.fl_str_mv |
CBR - Consumer Behavior Review; Vol. 5 No. 2 (2021): may-august; 232-242 CBR - Consumer Behavior Review; v. 5 n. 2 (2021): maio-agosto; 232-242 2526-7884 reponame:Consumer Behavior Review instname:Universidade Federal de Pernambuco (UFPE) instacron:UFPE |
instname_str |
Universidade Federal de Pernambuco (UFPE) |
instacron_str |
UFPE |
institution |
UFPE |
reponame_str |
Consumer Behavior Review |
collection |
Consumer Behavior Review |
repository.name.fl_str_mv |
Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE) |
repository.mail.fl_str_mv |
cbr@ufpe.br||periodicos.ufpe@ufpe.br |
_version_ |
1797220395911217152 |