Nostalgia marketing: Examining music retromania

Hailemariam Kebede Gelgile


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.


Consumer behavior; Nostalgic Consumption; Nostalgic consumer;

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