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 Supervisor
Advisor Name Title Ms N Kleyn Supervisor Keywords
- product nostalgia
- consumer buying behaviour
- nostalgic connections
Date 2012-03-08 Availability unrestricted AbstractCapitalising 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.
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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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