Nostalgic Marketing: A Study on Baby Boomers Generation
Nizar Alam Hamdani, Intan Permana, Sukma Nugraha, Galih Abdul Fatah Maulani
Nizar Alam Hamdani
Available Online 15 September 2020.
- https://doi.org/10.2991/aebmr.k.200915.087How to use a DOI?
- brand attitude, nostalgic marketing
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - 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 - https://doi.org/10.2991/aebmr.k.200915.087 ID - Hamdani2020 ER -