University of Twente Student Theses
Memories Reloaded : A Mixed Method Study on Nostalgia Integration in Brand Communication for Generation Z
Acilar, Aylin (2024) Memories Reloaded : A Mixed Method Study on Nostalgia Integration in Brand Communication for Generation Z.
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| Abstract: | In an era dominated by digital media and rapid cultural shifts, understanding the role of nostalgia in brand communication is crucial for marketers targeting Generation Z (Gen Z), born between 1997 and 2012, due to their digital nativism and distinct consumer behaviors. Objective: This thesis aims to investigate how nostalgia influences brand perception and consumer behavior among Gen Z consumers. Specifically, it seeks to explore the effectiveness of nostalgic elements in brand messaging and their impact on brand affinity and purchase intentions. Methodology: Employing a mixed-methods approach, this study combines qualitative interviews and a quantitative survey. Qualitative data were collected through semi-structured interviews, probing participants' nostalgic experiences and perceptions of nostalgic brand communication. Quantitative data were gathered via a survey, measuring the appeal, emotional engagement, and brand perception of nostalgic versus non-nostalgic mock advertisements among Gen Z consumers. Results: Qualitative findings revealed that nostalgia triggers emotional connections and influences purchase decisions among Gen Z consumers. Participants expressed a preference for authentic nostalgic experiences in brand communication, citing emotional resonance and cultural continuity as significant factors influencing brand loyalty. Quantitative analyses confirmed that nostalgic branding significantly enhances advertisement appeal and brand perception among Gen Z consumers, underscoring the effectiveness of nostalgia in fostering positive consumer responses. Implications: The findings suggest strategic implications for marketers aiming to engage Gen Z effectively. By authentically integrating nostalgic elements into brand communication, marketers can cultivate deeper emotional connections and foster long-term brand loyalty among younger consumers. Keywords: Nostalgia, Nostalgia Marketing, Generation Z, Brand Communication, Consumer Behavior, Mixed-Methods Research |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100717 |
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