Research Article


DOI :10.26650/ibr.2020.49.0050   IUP :10.26650/ibr.2020.49.0050    Full Text (PDF)

The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

Şeniz ÖzhanDuygu Talih Akkaya

Nostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today’s intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intention as well as to evaluate it with regard to the purchase decision making process of the consumer. The structural equation model was used for testing the developed hypothesis with a sample group comprised of 381 consumers. The study puts forth that sense of nostalgia has a strong effect on ad-evoked nostalgia, attitude and purchase intention. The findings of the study point out to the marketers that nostalgic signs in advertisements may have positive effects on the brand attitude and the purchase intention of the targeted groups.


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APA

Özhan, Ş., & Talih Akkaya, D. (2020). The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research, 49(2), 380-396. https://doi.org/10.26650/ibr.2020.49.0050


AMA

Özhan Ş, Talih Akkaya D. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research. 2020;49(2):380-396. https://doi.org/10.26650/ibr.2020.49.0050


ABNT

Özhan, Ş.; Talih Akkaya, D. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research, [Publisher Location], v. 49, n. 2, p. 380-396, 2020.


Chicago: Author-Date Style

Özhan, Şeniz, and Duygu Talih Akkaya. 2020. “The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention.” Istanbul Business Research 49, no. 2: 380-396. https://doi.org/10.26650/ibr.2020.49.0050


Chicago: Humanities Style

Özhan, Şeniz, and Duygu Talih Akkaya. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention.” Istanbul Business Research 49, no. 2 (May. 2024): 380-396. https://doi.org/10.26650/ibr.2020.49.0050


Harvard: Australian Style

Özhan, Ş & Talih Akkaya, D 2020, 'The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention', Istanbul Business Research, vol. 49, no. 2, pp. 380-396, viewed 9 May. 2024, https://doi.org/10.26650/ibr.2020.49.0050


Harvard: Author-Date Style

Özhan, Ş. and Talih Akkaya, D. (2020) ‘The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention’, Istanbul Business Research, 49(2), pp. 380-396. https://doi.org/10.26650/ibr.2020.49.0050 (9 May. 2024).


MLA

Özhan, Şeniz, and Duygu Talih Akkaya. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention.” Istanbul Business Research, vol. 49, no. 2, 2020, pp. 380-396. [Database Container], https://doi.org/10.26650/ibr.2020.49.0050


Vancouver

Özhan Ş, Talih Akkaya D. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research [Internet]. 9 May. 2024 [cited 9 May. 2024];49(2):380-396. Available from: https://doi.org/10.26650/ibr.2020.49.0050 doi: 10.26650/ibr.2020.49.0050


ISNAD

Özhan, Şeniz - Talih Akkaya, Duygu. The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention”. Istanbul Business Research 49/2 (May. 2024): 380-396. https://doi.org/10.26650/ibr.2020.49.0050



TIMELINE


Submitted16.03.2020
Accepted05.10.2020
Published Online12.01.2021

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