WHY DOES NOSTALGIA MARKETING RESONATE SO MUCH WITH TODAY'S CONSUMERS: AN APPLIED STUDY IN ANKARA

Abstract

Nostalgia marketing has been widely used among marketing applications and has also been subject to marketing and consumer researches. This study aims to evaluate Turkish consumers’ reactions to the applications of nostalgia marketing by using factor analysis technique. Surveys were conducted with 145 participants in Ankara, and the participants’ reactions to nostalgia marketing were measured on the basis of “Nostalgic Service Preference Factor”, “Nostalgic Brand and Purchasing Preference Factor” and “Nostalgic Preference Period Factor”. The results revealed that the participants had positive preferences for nostalgic services & nostalgic brands and positive attitudes towards purchasing them. This positive relationship was observed independent from age and sex variables for nostalgic service preference. One of the prominent findings of the study is that nostalgia marketing applications can be used as an effective tool not only during special days or periods of the year but during the entire year.