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Determinants of nostalgia sensitivity in nostalgic driven advertising

The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulu...

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Main Authors: Mohammad Hafeez , Bin Mohamad Jowsey, Chong , Chin Wei, Rahman, Muhammad Sabbir
Format: Article
Language:English
Published: HRMARS 2015
Subjects:
HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
Online Access:http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf
http://irep.iium.edu.my/42842/
http://hrmars.com/index.php/journals/detail/18
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spelling my.iium.irep.428422016-02-13T05:18:14Z http://irep.iium.edu.my/42842/ Determinants of nostalgia sensitivity in nostalgic driven advertising Mohammad Hafeez , Bin Mohamad Jowsey Chong , Chin Wei Rahman, Muhammad Sabbir HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers. HRMARS 2015-05-05 Article REM application/pdf en http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf Mohammad Hafeez , Bin Mohamad Jowsey and Chong , Chin Wei and Rahman, Muhammad Sabbir (2015) Determinants of nostalgia sensitivity in nostalgic driven advertising. International Journal of Academic Research in Psychology, 2 (1). pp. 556-580. ISSN 2222-6990 http://hrmars.com/index.php/journals/detail/18
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
spellingShingle HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
Mohammad Hafeez , Bin Mohamad Jowsey
Chong , Chin Wei
Rahman, Muhammad Sabbir
Determinants of nostalgia sensitivity in nostalgic driven advertising
description The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers.
format Article
author Mohammad Hafeez , Bin Mohamad Jowsey
Chong , Chin Wei
Rahman, Muhammad Sabbir
author_facet Mohammad Hafeez , Bin Mohamad Jowsey
Chong , Chin Wei
Rahman, Muhammad Sabbir
author_sort Mohammad Hafeez , Bin Mohamad Jowsey
title Determinants of nostalgia sensitivity in nostalgic driven advertising
title_short Determinants of nostalgia sensitivity in nostalgic driven advertising
title_full Determinants of nostalgia sensitivity in nostalgic driven advertising
title_fullStr Determinants of nostalgia sensitivity in nostalgic driven advertising
title_full_unstemmed Determinants of nostalgia sensitivity in nostalgic driven advertising
title_sort determinants of nostalgia sensitivity in nostalgic driven advertising
publisher HRMARS
publishDate 2015
url http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf
http://irep.iium.edu.my/42842/
http://hrmars.com/index.php/journals/detail/18
_version_ 1643612268607307776
score 13.211869

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