Author(s)

Yajun Lin ¹

Affiliation(s)

¹ Department of Marketing, Chongqing Technology and Business University, Nan'an Street, Chongqing, China

Corresponding Author

Yajun Lin

ABSTRACT

When some brands failed and withdrew from the marketplace, they fell into dormant station and may evoke nostalgia after some time. This study investigated the role of nostalgic marketing in reviving dormant brands by constructing two types of nostalgia strategies: genuine nostalgia (including real nostalgia from personal experience and inter-generational nostalgia from previous generation experience) and artificial nostalgia. The results of two experiments revealed that: (a) both artificial nostalgia and genuine nostalgia can trigger people’s nostalgic emotion; (b) the nostalgic emotion evoked by genuine nostalgia from real personal and parents experience is higher than that of artificial nostalgia; (c) inter-generational experience can also evoke strong nostalgia, which strengthens consumers’ brand familiarity and repurchase intention. The findings suggest that either from personal experience or previous generational experience could elicit nostalgia, and highlight the role of dormant brand dormant brand revival and nostalgic marketing in theory and practice.

KEYWORDS

Dormant brand, Genuine nostalgia, Artificial nostalgia, Inter-generational nostalgia, Real nostalgia

CITE THIS PAPER

Yajun Lin, How to Construct Nostalgic Marketing in a Dormant Brand Resurrection. Industrial Engineering and Innovation Management (2023) Vol. 6: 39-46. DOI: http://dx.doi.org/10.23977/ieim.2023.061107.

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