Marketing nostalgia

: engaging consumers through emotional memories. A study of Super Bowl advertising’s impact on consumer behavior

Abstract

This dissertation examines the role of nostalgia marketing in engaging consumers through emotional memories, focusing on Super Bowl advertisements. Nostalgia, a bridge between past and present, resonates deeply with consumers by evoking cherished memories. The study investigates how nostalgic advertising influences emotional engagement, brand loyalty, and purchase intentions. Using a quantitative approach, data were collected via an online survey of American residents, assessing nostalgic tendencies, emotional responses, and perceptions of Super Bowl commercials. Statistical analyses revealed that nostalgic advertising significantly boosts emotional engagement, especially during culturally relevant events like the Super Bowl. While demographic factors had minimal direct impact, the perceived importance of Super Bowl commercials enhanced the nostalgic effect. The findings emphasize nostalgia’s strategic role in fostering brand loyalty and consumer connection. Marketers can utilize nostalgic elements such as music, visuals, and storytelling to create impactful campaigns. This research contributes to the academic understanding of nostalgia marketing and highlights its potential in diverse cultural and event contexts.

Date of Award	3 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)