UNDERSTANDING NOSTALGIC CONSUMERS IN A RETAIL ENVIRONMENT: A REVIEW

Year 2017, Volume: 4 Issue: 4, 327 - 334, 30.12.2017

Katija Vojvodic

https://doi.org/10.17261/Pressacademia.2017.721

Abstract

Purpose -  The role of
nostalgia in the context of retailing is an intriguing area of research.
However, previous research has mainly focused on consumer nostalgia in the
context of product advertising. This paper aims to identify the main features
of consumers’ retail nostalgia and to determine a framework for classification
and analysis.

Methodology -  The paper
presents the results of an extensive review of the recent literature on the
role of nostalgia in the retail context and consumer-related behaviour.

Findings - Useful insigths for both retailers and marketers are
provided in order to better understand the concept of consumer nostalgia and to
enhance the overall retail experience of nostalgic consumers. Consequently, it
helps target and capture the segment of nostalgic consumers more effectively.

Conclusion - The paper summarizes the relevant retail-related
research on consumer nostalgia and provides a framework for an improved
understanding of nostalgic consumers in the retailing environment. 

Keywords

Consumer nostalgia, nostalgic brands, nostalgic consumers, retail environment

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