Developing a sequential framework for nostalgia deployment: the Indian context
by Varsha Jain; Komal Chandani; B.E. Ganesh
Middle East J. of Management (MEJM), Vol. 3, No. 3, 2016

Abstract: Nostalgia is a universal and persistent phenomenon that has been encountered and experienced globally. This proliferation has translated itself into usages in magazines, television and advertising. Despite this, there are no actionable frameworks that have provided the most effective means of using nostalgia in advertising. This study uses qualitative research methods with 63 individuals, specifically, four focus group discussions (FGDs), ten cases for netnography and 18 interviews. Thus, we created a comprehensive and actionable framework that offers a sequential use of nostalgia in advertising. This framework has three categories: nostalgic emotional reaction, nostalgic cognitive reaction and nostalgic behaviour reaction. The first category referred to the meaning, expression, experience and allusions to nostalgia. The second category was related to iconic brands, centrality in life, nostalgic ads and digital platforms and utopian spaces and experiences. The third category was associated with aura and the verification of the message.

Online publication date: Thu, 13-Oct-2016

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