THE EFFECT OF NOSTALGIA MARKETING TOWARDS ADVERTISING ENGAGEMENT (AQUA CASE)
This experimental research examines the effect of nostalgia marketing towards the advertising engagement. This study attempts to provide an insight and to contribute a research finding about the effect of nostalgia marketing towards advertising engagement. The hypotheses were tested using data colle...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/72388 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This experimental research examines the effect of nostalgia marketing towards the advertising engagement. This study attempts to provide an insight and to contribute a research finding about the effect of nostalgia marketing towards advertising engagement. The hypotheses were tested using data collected from two experiments of nostalgic and non-nostalgic groups. Findings indicate that people who have nostalgic feeling towards the ads is engaged with the ads, measured by how they remember the message of the ads and brand image. This thesis concludes with a discussion of managerial implications such as the importance of a company to choose the right nostalgia to be used in their advertisement, research limitation in experiment process and directions for future research to study this case in different samples. |
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