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The purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.

This study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.

The results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.

The study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.

This study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.

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.

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.

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.

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.

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.

The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).

This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.

Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).

This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

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

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.

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.

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

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

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

The purpose of this paper is to examine the nature of nostalgia, especially nostalgia associated with place, and its potential in the development of branding and advertising images for the hospitality industry.

The paper achieves its aims by reviewing the relevant literature and illustrating the extant theory with the results of a small pilot study.

Nostalgia is an effective tool for developing brand and advertising images for the hospitality industry. It is relevant especially to place and place‐related aspects such as terroir and it communicates with consumers of all ages. As well as evoking a direct response, nostalgic images also bring to mind many related sounds, odours and objects, which may also be linked with expectation. However, nostalgic images must be chosen with care, since some individuals may be negatively affected by them.

Hospitality organizations can make greater use of their links with place, culture and food by incorporating nostalgic imagery in their branding and advertising. The effects of nostalgia are felt by more age groups than is generally recognized.

There has been little, if any, attention to nostalgia as a marketing tool in the hospitality industry. This article, which addresses this shortfall, will appeal to hospitality managers and entrepreneurs who seek to improve the effectiveness of their branding and advertising.

This paper aims to examine how nostalgia influences travel attitudes and intentions of tourist destination among travellers with Italian heritage. Perceived travel risks as a moderating role between the relationships between personal and historical nostalgia and travel attitudes are also examined.

A self-administered mail survey was used, targeting Australians of Italian heritage, to investigate the influence of nostalgia on attitudes and intentions to visit Italy as a tourist destination. A total of 218 usable responses were used for analysis. Exploratory factor analysis was utilised to assess the dimensionality of the constructs, and regression analysis was used to test the hypothesised relationships in the research model.

On analysis of the data collected through a mail survey, results showed that only personal nostalgia was found to exert a positive influence upon travel attitudes which in turn was positively related to travel intention toward Italy. Perceived travel risk factors did not moderate the relationship between personal nostalgia and travel attitudes. However, a negative relationship was found between perceived travel risk and travel intentions towards Italy.

The findings provide further validity to the personal and historical nostalgia scales as a means of understanding motivations to visit a tourist destination. Such findings are significant in adding destination managers and policymakers in developing marketing executions and policies that seek to capitalise on the nostalgic sentiments of the target segments. This study further contributes to the literature on perceived travel risks by highlighting its moderating effect on nostalgic motivations and travel attitudes.

This study aimed to enrich the theoretical base of the tourism discipline by reviewing the significance of personal and historical nostalgia as travel motives and their impact upon a tourist’s travel attitudes and intentions. It also examines the moderating role of perceived travel risks in an empirical model. Further, the current study is the first of its kind to empirically examine personal and historical nostalgia within a leisure travel context.

The purpose of this paper was to develop a framework linking the concept of nostalgia and experiential consumption, articulating the transformation of a mundane activity to a special experience, using the context of the small business and afternoon tea.

The methodology is based on a grounded theory approach and draws on multiple methods of data collection including participant observation, in-depth interviews with afternoon tea room managers, researcher introspection and consumer interviews.

By employing nostalgia cues through product, ritual and aesthetics, an idealised home can be constructed emphasising belonging and sharing. The small business owner can be effective in transforming an ordinary activity to an experiential event. Contemporary tea rooms do not replicate tradition; they use it as a cultural resource to construct something novel.

This paper demonstrates how the careful configuration of the retail space can be a key success factor, not only for marketers in large flagship brand stores, but also for smaller, independent and local businesses. The essential interplay between product, ritual and aesthetics creates positive moods of belonging and sharing and may increase satisfaction.

Understanding the emotional value of everyday experiences is a point of differentiation in a crowded marketplace and may directly influence consumer loyalty. Staging experiences is a key competitive strategy.

This paper is one of the few to empirically assess links between the nostalgia paradigm and experiential consumption. Existing research has emphasised large retail spaces; in contrast, the authors demonstrate how consumer experiences can be staged in smaller, independent and local businesses.

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial brands of milk chocolate.

Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile®).

The sensory profiles for the three chocolate types showed clear differences. EsSense Profile® methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (“bored”, “disgusted” and “worried”). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found.

This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers’ hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes.

This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.

This article seeks to further understand the significance of “organizational nostalgia” for processes of organizational change and to develop the mirror concept “managerial postalgia”. If nostalgia is a longing for a paradisical past, postalgia refers to a longing for a heavenly future, a desire that is central to change‐talk and change‐initiatives in organizations. The meaning and role of postalgia will be clarified in this paper by comparing and contrasting it with organizational nostalgia and by analyzing ethnographic studies that provide empirical support to substantiate the analogy. It is argued that the glorification of the past, just as the idealization of the future, are part of internal struggles in which organizational actors try to instigate or resist change by praising or dispraising the collective past, present and future. The argumentation demonstrates the significance of temporal constructions of change and continuity through organizational discourse.

Based on Greimas' contributions in 2002 and on qualitative research, this paper aims to focus on a semiotic analysis of the meaning of nostalgia related to products and brands.

This paper involves a two‐stage interview process. Informants were interviewed first in T1 (July‐August 2005) about products and brands connected to nostalgic feelings. They were re‐interviewed a year after in T2 (June‐July 2006). Pictures of products and brands evoked in T1 were shown and informants where asked what came to mind when they where exposed to such material. Based on the transcription of the interviews, a three‐step content analysis was performed: a first reading of the corpus made it possible to identify the two dimensions of time that structure the informant's discourse: “continuity” and “discontinuity”. Then a lexical analysis of the vocabulary associated with nostalgic experience was computed. Finally, a semiotic analysis of the texts was performed.

The two opposing dimensions of a semiotic square, “continuity” versus “discontinuity” provide a structure for understanding the most important features of nostalgia: “long‐standing nostalgia” (continuity) and “first‐time nostalgia” (discontinuity). This provides a typology of four nostalgic moments: everyday past, uniqueness, tradition and transition which are linked to specific brands and objects.

Since this typology is qualitative, it must be confirmed on a larger scale in order to be implemented by managers in the marketing decision‐making process.

These four distinct moments enable a researcher to propose a typology of brands, products or objects that when considered in association, can provide a better understanding of emotional attachment.