Nostalgic Marketing: A Study on Baby Boomers Generation

DOI

10.2991/aebmr.k.200915.087How to use a DOI?

Keywords

brand attitude, nostalgic marketing

Abstract

Nostalgic marketing is a stimulus for customers to travel back in the past so that they enjoy nostalgia. Customers as individuals involved in marketing activities have experience. It is interesting to find behaviour of the baby boomers as the first generation. Data obtained through interviews with 30 respondents baby boomers generation in Garut Districts. The results of the factor analysis show that the nostalgic marketing dimensions found in the baby boomer’s generation are reminds me of the past, make me feel nostalgic and evokes fond memories at 95% confidence level. Even though there has been research on nostalgic marketing in Indonesia, but there has been no research that examines nostalgic marketing in the baby boomer’s generation in Garut Districts.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nizar Alam Hamdani
AU  - Intan Permana
AU  - Sukma Nugraha
AU  - Galih Abdul Fatah Maulani
PY  - 2020
DA  - 2020/09/15
TI  - Nostalgic Marketing: A Study on Baby Boomers Generation
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 381
EP  - 384
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.087
DO  - 10.2991/aebmr.k.200915.087
ID  - Hamdani2020
ER  -