IS NOSTALGIA MARKETING A GAME-CHANGER FOR TOY INDUSTRY?

Abstract

- The current research paper aims to analyse the role of Nostalgic Emotion in not only creating a better Attitude and Attachment towards the product (here toys), but also by enhancing the purchasing intention among customers. The data for this study was collected from respondents aging from 20 years and above. The findings of this research revealed that there are no significant gender differences in the case of Nostalgic Emotion. Furthermore, the results also showed that Attitude and Attachment towards the product (toys) play as a mediating role between Nostalgic Emotion and the Purchasing Intention of the customers. It can be concluded that toy manufacturing companies can use nostalgia marketing as an effective way to attract more customers, thereby increasing its sales and
profit. The results of this paper add to the existing literature on nostalgia marketing and also provides an insight into how nostalgia marketing can be considered as a better marketing tool in the Toy industry.