Nostalgia marketing: examining music retromania

Detalhes bibliográficos
Autor(a) principal: Gelgile, Hailemariam Kebede
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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spelling 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
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