Title: Impact of ad-evoked nostalgia and intensity of nostalgia on intention to buy fashion products

Authors: Ashok Kumar; Ashwani Kumar Yadav; Ruchi Srivastava; Pawan Kumar; Bhoopendra Bharti; Bijay Prasad Kushwaha

Addresses: Department of Business Administration, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India ' Department of Business Administration, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India ' Jagannath International Management School (JIMS), Kalkaji, New Delhi 110019, India ' Department of Management, Institute of Management and Studies (University Courses) Campus, Ghaziabad, Uttar Pradesh 201009, India ' Department of Business Administration, Guru Nanak College, Jhajhra, Dehradun, Uttarakhand 248007, India ' VIT Business School, Vellore Institute of Technology, Vellore 632014, India

Abstract: This study examines the influence of advertising-induced nostalgia and the level of nostalgia on the desire to buy fashion items. Data was collected using a questionnaire utilising scales adapted and adjusted from prior research. The questionnaire consisted of 18 scale items evaluating five constructs: advertising-induced nostalgia, perceived continuity of self, attitude towards the brand, intensity of nostalgia, and intent to purchase. A group of 441 ordinary shoppers was chosen using purposive sampling. Results demonstrate a meaningful and favourable effect of advertising-induced nostalgia on perceived self-continuity, brand attitude, and intensity of nostalgia regarding the purchase of fashion items. Moreover, perceived self-continuity, brand attitude, and intensity of nostalgia positively and significantly impact the intent to purchase fashion products. These outcomes underscore the vital role of nostalgia in influencing consumer conduct in the fashion sector and propose that marketers can efficiently utilise nostalgic appeals to improve brand perception and stimulate purchase intentions.

Keywords: ad-evoked nostalgia; nostalgia intensity; brand attitude; perceived self-continuity; fashion products.

DOI: 10.1504/IJTMKT.2025.147321

International Journal of Technology Marketing, 2025 Vol.19 No.3, pp.269 - 291

Received: 13 Jul 2024
Accepted: 24 Oct 2024
Published online: 14 Jul 2025 *

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