IDEAS home Printed from https://ideas.repec.org/a/adx/jssajr/v2y2021i4p135-144.html
   My bibliography  Save this article

What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

Author

Listed:
  • Sarfaraz Ahmed Bhutto
  • Saifullah Shaikh
  • Hussain Amar
  • Qamar Abbas Mangi
  • Qaisar Abbas

Abstract

Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural equation modelling (CB-SEM). The results show that nostalgic emotion has positive and significant effect on purchase intention of customers. Moreover, mediating effect of attitude and attachment was confirmed in between nostalgic emotion and purchase intention. Consequently, this study confirmed that organizations should work on customer attitude and attachment which are the possible causes of nostalgic emotion, it may sufficiently increases customers’ purchase intention.

Suggested Citation

  • Sarfaraz Ahmed Bhutto & Saifullah Shaikh & Hussain Amar & Qamar Abbas Mangi & Qaisar Abbas, 2021. "What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing," Journal of Social Sciences Advancement, Science Impact Publishers, vol. 2(4), pages 135-144.
    • Handle: RePEc:adx:jssajr:v:2:y:2021:i:4:p:135-144
    DOI: 10.52223/JSSA21-020405-26
    as

    Download full text from publisher

    File URL: https://doi.org/10.52223/JSSA21-020405-26
    Download Restriction: no
    File URL: https://libkey.io/10.52223/JSSA21-020405-26?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Holbrook, Morris B, 1993. "Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 245-256, September.
    2. Aurélie Kessous, 2015. "Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past," Post-Print hal-01828667, HAL.
    3. Rittichainuwat, Bongkosh & Rattanaphinanchai, Suphaporn, 2015. "Applying a mixed method of quantitative and qualitative design in explaining the travel motivation of film tourists in visiting a film-shooting destination," Tourism Management, Elsevier, vol. 46(C), pages 136-147.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Evans, Freya & Grimmer, Louise & Grimmer, Martin, 2022. "Consumer orientations of secondhand fashion shoppers: The role of shopping frequency and store type," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Shin, Hyunju & Parker, Janna, 2017. "Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 1-11.
    3. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Şeniz Özhan, 2020. "The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention," Istanbul Business Research, Istanbul University Business School, vol. 49(2), pages 380-390, November.
    5. Spencer Henson & Bruce Traill, 2000. "Measuring Perceived Performance of the Food System and Consumer Food‐Related Welfare," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(3), pages 388-404, September.
    6. Laurentiu Mincu & Thorsten Gruber, 2013. "Exploring the Factors Influencing the Intention to Use Self-Service Technologies: An Eastern European Perspective," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 59-84, December.
    7. Thomas Streifeneder & Christian Hoffmann & Philipp Corradini, 2023. "The future of agritourism? A review of current trends of touristic commercialisation in rural areas," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 71(1), pages 93-119, August.
    8. Lopez Sintas, Jordi & Garcia Alvarez, Ercilia, 2005. "Four characters on the stage playing three games: performing arts consumption in Spain," Journal of Business Research, Elsevier, vol. 58(10), pages 1446-1455, October.
    9. Darcen Esau & Donna M. Senese, 2022. "Consuming Location: The Sustainable Impact of Transformational Experiential Culinary and Wine Tourism in Chianti Italy," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
    10. Cho, Heetae & Lee, Hyun-Woo & Chiu, Weisheng, 2021. "Satellite fans: Does sport nostalgia influence purchase intention toward sponsors’ products?," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Yildiz, Hélène & Heitz-Spahn, Sandrine & Belaud, Lydie, 2018. "Do ethnocentric consumers really buy local products?," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 139-148.
    12. Lee, Jiyoung & Yu, Jongsik & Radic, Aleksandar & Han, Heesup, 2024. "Uncovering air traveler purchase behavior: Influence of airline goods product characteristics towards repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    14. Donald R. Lehmann & Jeffrey R. Parker, 2017. "Disadoption," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 36-51, June.
    15. Han Zhang & Chenhan Ruan & Lei Huang & Luluo Peng & Chuangxin Guo, 2023. "Personal vs. Collective Nostalgia and Different Temporally Orientated Green Consumption," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    16. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    17. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    18. Noble, Stephanie M. & Schewe, Charles D. & Kuhr, Michelle, 2004. "Preferences in health care service and treatment: A generational perspective," Journal of Business Research, Elsevier, vol. 57(9), pages 1033-1041, September.
    19. Magdalena Grebosz-Krawczyk, 2020. "How Nostalgia Affects Brand Equity? Consumers’ Attitudes Towards Nostalgic Generational and Transgenerational Brands," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1019-1034.
    20. McGinnis, Lee Phillip & Gentry, James W., 2009. "Underdog consumption: An exploration into meanings and motives," Journal of Business Research, Elsevier, vol. 62(2), pages 191-199, February.
    21. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adx:jssajr:v:2:y:2021:i:4:p:135-144. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Shafiq (email available below). General contact details of provider: https://www.scienceimpactpub.com/journals/index.php .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.