A road less traveled in nostalgia marketing: impact of spiritual well-being on effects of nostalgic advertisements. Issue 3 (3rd July 2021)

• Record Type: Journal Article
• Authors: Singh, Ramendra; Sharma, Yukti; Kumar, Jitender
• Is Part Of: Journal of marketing theory and practice. Volume 29:Issue 3(2021)
• Page Start: 289
• Page End: 307
• Publication Date: 2021-07-03
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2020.1836975
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: Spiritual well-being plays an integral role in the reconstruction of past events. In this direction, the current study investigates how differences in individuals' spiritual well-being elicit different cognitive and emotional responses to nostalgic ads. And how such differences in spiritual well-being lead to the different purchase intention of nostalgic products. We displayed a series of old Indian ads to respondents and found spiritual well-being influenced ad-evoked nostalgia and purchase intention of nostalgic products positively. Our study contributes to a road less traveled in nostalgia marketing and necessitates marketers to consider audiences' spiritual well-being before applying nostalgic appeal.