Published Online:September 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM010925
DOI:10.71329/IUPJBRM/2025.22.3.5-21
Author Name:Jomon Jose M and Thasleena N
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:5-21
This study investigates how nostalgia marketing affects purchasing decisions in the Indian setting, with an emphasis on its psychological effects on emotional connection, brand loyalty and purchase intention. A questionnaire with a 5-point Likert scale was used to collect data from 450 Indian customers aged between 8 and 60 as part of a quantitative, cross-sectional design. The data was analyzed using SPSS PROCESS macro to investigate mediation and moderation effects, and the sample was balanced across gender, age (Gen Z, Millennials, Gen X), and urban/rural areas. The findings show that nostalgia marketing greatly improves emotional connection, which in turn mediates the association between nostalgia marketing and purchase intention. Urban respondents and older customers (Millennials, Gen X) react more strongly to nostalgic cues than do Gen Z and rural respondents. These results demonstrate how well nostalgia marketing works to increase consumer interaction in India's online marketplace. Marketers may increase brand loyalty, especially among older and urban populations, using vintage motifs such as Bollywood-inspired advertisements. In order to overcome the drawbacks of cross-sectional design and convenience sampling, future studies should investigate longitudinal impacts and product-specific applications.
In the digital age, nostalgia marketing—a tactic that uses recollections of the past to arouse favorable feelings and sway consumer behavior—has become increasingly popular (Holbrook & Schindler, 1991). Brands can increase consumer engagement and purchase intention by establishing emotional connections through the use of vintage aesthetics,