Publicação
Marketing nostalgia : engaging consumers through emotional memories. A study of Super Bowl advertising’s impact on consumer behavior
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| datacite.subject.sdg | 12:Produção e Consumo Sustentáveis | |
| datacite.subject.sdg | 04:Educação de Qualidade | |
| datacite.subject.sdg | 11:Cidades e Comunidades Sustentáveis | |
| dc.contributor.advisor | Fernandes, Daniel | |
| dc.contributor.author | Vachon, Coline Marie Muriel | |
| dc.date.accessioned | 2025-07-04T10:50:28Z | |
| dc.date.available | 2025-07-04T10:50:28Z | |
| dc.date.issued | 2025-02-03 | |
| dc.date.submitted | 2025-01-06 | |
| dc.description.abstract | This dissertation examines the role of nostalgia marketing in engaging consumers through emotional memories, focusing on Super Bowl advertisements. Nostalgia, a bridge between past and present, resonates deeply with consumers by evoking cherished memories. The study investigates how nostalgic advertising influences emotional engagement, brand loyalty, and purchase intentions. Using a quantitative approach, data were collected via an online survey of American residents, assessing nostalgic tendencies, emotional responses, and perceptions of Super Bowl commercials. Statistical analyses revealed that nostalgic advertising significantly boosts emotional engagement, especially during culturally relevant events like the Super Bowl. While demographic factors had minimal direct impact, the perceived importance of Super Bowl commercials enhanced the nostalgic effect. The findings emphasize nostalgia’s strategic role in fostering brand loyalty and consumer connection. Marketers can utilize nostalgic elements such as music, visuals, and storytelling to create impactful campaigns. This research contributes to the academic understanding of nostalgia marketing and highlights its potential in diverse cultural and event contexts. | eng |
| dc.description.abstract | Esta dissertação explora como o marketing de nostalgia utiliza memórias emocionais para engajar os consumidores, com foco nos anúncios do Super Bowl. Ao conectar passado e presente, a nostalgia aumenta o engajamento emocional, a lealdade à marca e as intenções de compra. Dados de uma pesquisa online com residentes americanos revelam que a publicidade nostálgica, particularmente durante eventos culturalmente significativos, aumenta o engajamento emocional. Embora os fatores demográficos mostrem influência direta limitada, a importância percebida dos comerciais do Super Bowl amplifica o impacto da nostalgia. Estes insights destacam o papel estratégico da nostalgia na criação de campanhas de marketing poderosas e oferecem uma base para futuras pesquisas em contextos diversos. | por |
| dc.identifier.tid | 203905865 | |
| dc.identifier.uri | http://hdl.handle.net/10400.14/53839 | |
| dc.language.iso | eng | |
| dc.rights.uri | N/A | |
| dc.subject | Nostalgia marketing | |
| dc.subject | Emotional engagement | |
| dc.subject | Super Bowl advertisements | |
| dc.subject | Consumer behavior | |
| dc.subject | Marketing de nostalgia | |
| dc.subject | Engajamento emocional | |
| dc.subject | Anúncios do Super Bowl | |
| dc.subject | Comportamento do consumidor | |
| dc.title | Marketing nostalgia : engaging consumers through emotional memories. A study of Super Bowl advertising’s impact on consumer behavior | eng |
| dc.title.alternative | Marketing nostálgico : envolvendo consumidores por meio de memórias emocionais. Um estudo sobre o impacto da publicidade no Super Bowl no comportamento do consumidor | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas |