Title page for ETD etd-05192012-184106

Document Type Master's Dissertation
Author Diseko, Dale Sampa
URN etd-05192012-184106
Document Title My memories of the brands in my life : understanding the nostalgic connections consumers form with brands
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • product nostalgia
  • consumer buying behaviour
  • nostalgic connections
Date 2012-03-08
Availability unrestricted
Capitalising on the power of nostalgic branding, requires understanding a consumerís past experience with a brand. Nostalgia is a powerful influential factor that marketers should look at utilising correctly in order for them to successfully leverage off nostalgia and existing relationships between the consumer and the brand.

This research has been conducted in order to gain a richer understanding of the nostalgic connections that consumers form with brands. Eight credible female respondents between the ages of 45 - 60, born and raised in Soweto, and who have attained tertiary qualification, were selected for the study. A selective criterion was designed to derive quality and depth in the research findings. The semi-structured interview technique was used for the qualitative research study.

The findings revealed that brand nostalgia is rooted at different stages within the consumerís decision process, depending on the brand and product category. The relationship between nostalgia and the derived benefits from the brands are not always as clear-cut as most marketers think. These benefits can be attained during the use of the brand or at the end of the consumption process. If the benefit does not fit the consumerís current lifestyle, then the relationship will remain as a memory and the brand will not be purchased no matter how strong the nostalgic connection is between the consumer and brand.

The research study was carried out to give marketers a guideline on optimising and capitalising on brand nostalgia. Further recommendations were made to assist future research on this topic, and to help marketers find ways of effectively leveraging off nostalgic connections that consumers form with brands.

Copyright © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Diseko, DS, 2011, My memories of the brands in my life : understanding the nostalgic connections consumers form with brands , MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05192012-184106/ >


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