Back to the future: historical nostalgia and the potentials for Islamic marketing research

Abstract

Purpose

The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research.

Design/methodology/approach

The paper is conceptual in its approach, drawing on extensive literature review on the origins of nostalgia in general and historical nostalgia in specific. The paper also draws on the Holy Qur’an and Islamic marketing research.

Findings

The paper shows that the Islamic philosophy for life and death establishes continuity between the history of the believers in the mundane life and their accountability and, hence, prosperity in the transcendent afterlife (the hereafter). This has connotations for Islamic marketing research. Future research directions are, therefore, stipulated.

Research limitations/implications

The research has implications for Islamic marketing research that draws on Islamic history and civilization.

Practical implications

The research has practical implications toward Islamic marketing researchers who draw on Islamic history, culture and civilization in designing marketing appeals.

Originality/value

The paper is the first to draw attention to the potential overlap between historical nostalgia, and therefore nostalgia proneness and Islamic marketing research domains.

Citation

El-Bassiouny, N.M. and Zahran, N. (2018), "Back to the future: historical nostalgia and the potentials for Islamic marketing research", Journal of Islamic Marketing, Vol. 9 No. 3, pp. 673-682. https://doi.org/10.1108/JIMA-04-2018-0069