Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
My memories of the brands in my life : understanding the nostalgic connections consumers form with brands
Dissertation (MBA)--University of Pretoria, 2012.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Published: |
University of Pretoria
2013
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613627938242560 |
|---|---|
| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24830 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:09.918Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/24830 My memories of the brands in my life : understanding the nostalgic connections consumers form with brands Kleyn, Nicola ichelp@gibs.co.za Diseko, Dale Sampa UCTD Product nostalgia Consumer buying behaviour Nostalgic connections Dissertation (MBA)--University of Pretoria, 2012. Capitalising on the power of nostalgic branding, requires understanding a consumer’s past experience with a brand. Nostalgia is a powerful influential factor that marketers should look at utilising correctly in order for them to successfully leverage off nostalgia and existing relationships between the consumer and the brand. This research has been conducted in order to gain a richer understanding of the nostalgic connections that consumers form with brands. Eight credible female respondents between the ages of 45 - 60, born and raised in Soweto, and who have attained tertiary qualification, were selected for the study. A selective criterion was designed to derive quality and depth in the research findings. The semi-structured interview technique was used for the qualitative research study. The findings revealed that brand nostalgia is rooted at different stages within the consumer’s decision process, depending on the brand and product category. The relationship between nostalgia and the derived benefits from the brands are not always as clear-cut as most marketers think. These benefits can be attained during the use of the brand or at the end of the consumption process. If the benefit does not fit the consumer’s current lifestyle, then the relationship will remain as a memory and the brand will not be purchased no matter how strong the nostalgic connection is between the consumer and brand.The research study was carried out to give marketers a guideline on optimising and capitalising on brand nostalgia. Further recommendations were made to assist future research on this topic, and to help marketers find ways of effectively leveraging off nostalgic connections that consumers form with brands. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T18:31:31Z 2012-06-19 2013-09-06T18:31:31Z 2012-03-08 2012-06-19 2012-05-19 Dissertation Diseko, DS, 2011, My memories of the brands in my life : understanding the nostalgic connections consumers form with brands , MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24830 > F/12/4/606/zw http://hdl.handle.net/2263/24830 http://upetd.up.ac.za/thesis/available/etd-05192012-184106/ © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Product nostalgia Consumer buying behaviour Nostalgic connections My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title | My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title_full | My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title_fullStr | My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title_full_unstemmed | My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title_short | My memories of the brands in my life : understanding the nostalgic connections consumers form with brands |
| title_sort | my memories of the brands in my life understanding the nostalgic connections consumers form with brands |
| topic | UCTD Product nostalgia Consumer buying behaviour Nostalgic connections |
| url | http://hdl.handle.net/2263/24830 http://upetd.up.ac.za/thesis/available/etd-05192012-184106/ |