Uloga nostalgije u izboru marke proizvoda i kupovnoj namjeri potrošača

master's thesis

• Title (english): The role of nostalgia in product brand choice and consumer purchase intention
• Author: Stela Jakopinčić
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Nostalgija, kao emocija koja opisuje sklonost prema prošlosti i povezanim objektima, pruža koristi u razdobljima visoke neizvjesnosti tako da djeluje kao posrednik u stvaranju osjećaja sigurnosti i percepcije društvene povezanosti te posjeduje karakteristike pozitivnog i često motivirajućeg učinka kod nostalgične osobe. Zadnjih je nekoliko godina naglašena sklonost potrošača nostalgiji koja je vidljiva u medijima, a simultana s nedavnim potrebama za prilagodbu u okviru životnih promjena. Pozitivni učinci nostalgije su zapaženi od strane marketinških stručnjaka koji često u svojim marketinškim strategijama koriste apele na različite emocije kako bi potaknuli željene bihevioralne odgovore potrošača. Elementi koji djeluju kao referenca na neko individualno, ali ponajviše kolektivno iskustvo iz prošlosti potrošača se sada u širokoj mjeri koriste u raznim marketinškim aktivnostima kao što je u okviru dizajniranja proizvoda i ambalaže proizvoda, u tradicionalnim i digitalnima načinima marketinške komunikacije te radi pozicioniranja marke u svijesti potrošača kao nostalgične. Navedena upotreba nostalgije u marketingu ima za cilj potaknuti primarno nostalgiju kod potrošača te na njima temeljene pozitivne asocijacije i stavove spram marke za koje se smatra da će imati utjecaj na odluke potrošača. Na temelju dosadašnjih spoznaja u okviru učinaka nostalgije i načinu njezine upotrebe u marketinškim strategijama, u okviru rada je provedeno istraživanje o ulozi nostalgije u upravljanju markom odnosno u odabranim marketinškim aktivnostima komunikacije i dizajna proizvoda na izbor u okviru odabrane marke proizvoda te na kupovnu namjeru potrošača u Republici Hrvatskoj. Odabrane marketinške aktivnosti odnose se na nostalgičan dizajn ambalaže i objave na društvenim mrežama marke prehrambenih proizvoda Čokolino. Rezultati istraživanja su primarno potvrdili mogućnost navedenih marketinških aktivnosti u izazivanju nostalgije kod potrošača te prikazali da će potrošači u situaciji izbora, biti skloniji izabrati proizvod s nostalgičnim dizajnom ambalaže u odnosu na ne-nostalgični te da je kupovna namjera također povoljnija za nostalgične marketinške aktivnosti. Navedene empirijske spoznaje djeluju kao dopuna postojećoj marketinškoj literaturi, a posebno u okviru marketinga nostalgije.

Abstract (english)

Nostalgia, as an emotion that describes a preference for the past and past-related objects, provides benefits in periods of high uncertainty by acting as a mediator in creating a sense of security and perception of social connectedness and has the characteristics of a positive and often motivating effect in nostalgic people. In the last few years, there has been an emphasis on the trend of consumer nostalgia that is visible in the media, and at the same time with the recent need for adaptation in the context of life changes. The positive effects of nostalgia have been noted by marketers who often use appeals to different emotions in their marketing strategies to stimulate the desired behavioral responses of consumers. Elements that act as references to some individual but more collective past experience of the consumer are now widely used in various marketing activities such as in product design and product packaging, in traditional and digital marketing communication and for positioning the brand in the minds of consumers as nostalgic. The stated use of nostalgia in marketing aims to primarily stimulate nostalgia in consumers and the positive associations and attitudes based on them towards the brand, which are considered to have an influence on consumer decisions. On the basis of previous findings regarding the effects of nostalgia and how it is used in marketing strategies, research was conducted on the role of nostalgia in brand management, i.e., in selected marketing activities of communication and product design on the choice within the selected product brand and on the consumer's purchase intention in the Republic of Croatia. The selected marketing activities relate to the nostalgic packaging design and social media posts of the Čokolino food product brand. The results of the research primarily confirmed the possibility of the mentioned marketing activities in evoking nostalgia in consumers and showed that in a choice situation, consumers will be more inclined to choose a product with a nostalgic packaging design compared to non-nostalgic ones, and that the purchase intention is also favorable for nostalgic marketing activities. The aforementioned empirical findings act as a complement to the existing marketing literature, especially in the context of marketing nostalgia.

• Keywords: marketing; strategija marketinga; nostalgija; upravljanje markom; prehrambena marka
• Keywords (english): marketing; marketing strategy; nostalgia; brand management; food brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:486293
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-05 21:05:35