The role of nostalgic marketing in shaping hedonic consumption behaviour, and purchase intentions

Abstract

This study investigates the influence of nostalgic marketing on hedonic consumption behavior and purchase intentions, with a specific focus on the iconic skincare brand Nivea. As a brand, deeply rooted in tradition and trust, Nivea serves as an ideal case for exploring how nostalgia driven marketing can enhance emotional resonance and consumer loyalty. A quantitative experimental design was employed, splitting participants into four groups to assess the interaction between nostalgic marketing and consumption type (hedonic vs. utilitarian). The study utilized a combination of structured surveys and statistical analyses to measure variables such as hedonic & utilitarian motivations, purchase intentions and willingness to pay a price premium, ensuring reliability and validity through structured methodologies. Findings reveal that nostalgic marketing enhances emotional engagement and hedonic product perceptions. However, it does not consistently translate into increased purchase intentions or willingness to pay a price premium. Notably, brand familiarity emerged as a critical factor in influencing consumer behavior. This study underscores the strategic potential and limitations of nostalgia in hedonic marketing within the skincare sector.

Date of Award	5 May 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)