E-1: NOSTALGIA AS A MARKETING TOOL: CONSUMER REACTIONS TO RETRO PAKISTANI ADVERTISEMENTS

Authors

  • Dr. Amir Adam Associate Dean, Department of Management Science, Hamdard University
  • Afshan Hafeez PhD Scholar, University of Hull, United Kingdom

Keywords:

Nostalgia marketing, retro advertising, Pakistan, consumer emotions, cultural memory, qualitative study

Abstract

Nostalgia marketing has gained traction in global and regional advertising strategies. In Pakistan, where cultural memory is deeply embedded in media and national identity, nostalgic advertisements are resurging as a potent tool to rekindle emotional connections with consumers. This study investigates how retro-themed advertisements influence consumer attitudes and brand perceptions in Pakistan. Using in-depth interviews with 25 consumers across age groups, the research explores emotional, cultural, and behavioral responses to nostalgic advertising. Thematic analysis reveals that such ads foster trust, emotional bonding, and a sense of national or personal belonging, particularly when they incorporate familiar jingles, slogans, or historical aesthetics. The study offers strategic implications for brands aiming to revive legacy branding in Pakistan’s dynamic market.

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Published

2022-12-30

How to Cite

Adam , D. A. ., & Hafeez, A. . (2022). E-1: NOSTALGIA AS A MARKETING TOOL: CONSUMER REACTIONS TO RETRO PAKISTANI ADVERTISEMENTS. International Journal of Islamic Business, Administration and Social Sciences (JIBAS), 2(4), 1–18. Retrieved from https://jibas.org/index.php/jibas/article/view/137

Issue

Vol. 2 No. 4 (2022): JIBAS:(OCTOBER to DECEMBER)

Section

Articles