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The transversal of nostalgia from psychology to marketing: what does it portend for future research?

Sudhir Rana (Fortune Institute of International Business, New Delhi, India)
Sachin Kumar Raut (Fortune Institute of International Business, New Delhi, India)
Sanjeev Prashar (Indian Institute of Management, Raipur, India)
Majdi Anwar Quttainah (College of Business Administration, Kuwait University, Safat, Kuwait)

International Journal of Organizational Analysis

ISSN: 1934-8835

Article publication date: 2 November 2020

Issue publication date: 17 June 2022

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Abstract

Purpose

The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and scholars to understand nostalgia formation among consumers, this study tracks the evolution of nostalgia concepts in the domains of marketing and, more generally, business management. This study aims to highlight the development of a theoretical framework to integrate existing concepts and offer implications based on understanding nostalgia as a phenomenon among consumers as a tool for marketing practice.

Design/methodology/approach

This study is descriptive and inductive in nature. The manuscript is designed and positioned as a conceptual study exploring nostalgia’s journey from the domain of psychology to business management. The study synthesizes concepts of nostalgia from psychology, sociology and business management.

Findings

The study reveals that nostalgia in the business-management domain is not perceived in the same way as in psychology studies. It has journeyed through different schools of thought and is now used as an impactful marketing practice. The manuscript offers relevant information to marketing practitioners to improve their nostalgia marketing strategies, such as advertising and promotions, retro-branding, crowd-sourcing and culturally oriented practice. Subsequently, the manuscript offers pointers for understanding consumers across the generations and exploring nostalgia and consumption patterns for future research.

Research limitations/implications

The manuscript offers relevant information about nostalgia to marketing practitioners to improve their nostalgia marketing strategies and proposes avenues for future research to the domain scholars.

Originality/value

To the best of the authors’ knowledge, there is no comprehensive paper tracking the journey of nostalgia in business practices and providing directions for future research. This study extends existing literature both by suggesting future research directions and by drawing marketing practitioners’ attention to a conceptual framework for understanding the processes of and relationships with consumer nostalgia, including ways to use consumer nostalgia within marketing practices.

Keywords

Citation

Rana, S., Raut, S.K., Prashar, S. and Quttainah, M.A. (2022), "The transversal of nostalgia from psychology to marketing: what does it portend for future research?", International Journal of Organizational Analysis, Vol. 30 No. 4, pp. 899-932. https://doi.org/10.1108/IJOA-03-2020-2097

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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