Dissertations / Theses on the topic 'Nostalgia marketing'

This research investigates the social organization of Corvette clubs and their membership in order to examine the wind of social change in community structures in American society during the period following industrial expansion. Specifically, this project examines the decline of traditional communities based on social ties formed through locale or productive work that have been replaced with communities based on common interests centered on consumption and leisure practice. Fragmentation of social ties among neighbors, families, and work, combined with the decline of participation in voluntary associations, reflect intensifying individualism. In spite of this age of social disconnection, the desire to find meaning and purpose through collective life remains. Today, much of the American individual’s social life occurs in relationships that are mediated by markets and products that are consumed individually and collectively. This ascendance of leisure and the expansion of consumer markets as core social institutions in modern life offer opportunity structures for social connections and involvement for informal groups of people with similar interests. Building off America’s preoccupation with cars as status symbols that are representative of progress, mobility, and individuality, this research explores the social world of Corvette owners. The cultural significance of the Corvette as America’s sports car is reflected in this mixed methods study of a brand community and its role in creating social capital and civic engagement for its members. The Corvette community reflects a strong social network built around the mystique and history of the car and is organized by rituals of consumption and productive activity that construct identity and cement relationships among fellow car enthusiasts. Early life experience and sentiments of nostalgia and patriotism are important in this car culture as they are a means by which the car becomes valuable to the owner as an individual, and in turn, strengthen the social ties that knit this community together. The subjective meaning of the car as related to generational influence, consumer advertising, aspirations, and collective identity will be explored in order to understand the consumer’s relationship with this cultural icon. Membership based around the emotional affect and sentiments produced by the Corvette will serve as a basis of analysis for consumer objects as potential liaisons for renewed civic engagement and social forms of citizenship in broader society.

This dissertation presents an analysis of the reconstruction of urban folk arts as cultural heritage in China. Focusing on material culture and folk performances revived in two Beijing folklore markets, the dissertation discusses the neoliberal marketization that coincides with urban commercial zoning in China since the 1980s. The dissertation examines the intertwined cultural and economic dimensions of collective nostalgia, urban marketization and heritage developmentalism. Based on ethnographic and archival research in Beijing from 2010 to 2015, the dissertation addresses China’s collaboration with UNESCO in world cultural heritage program. It looks closely at the process of cultural heritage marketization, which is geared toward a developmental agenda. Such a heritage construction appears in conjuncture with the rise of the new Chinese cultural industry and cultural entrepreneurship, reconfiguring the sociopolitical role of folk arts and folk artists in China.

Through the ethnographic lens, the dissertation focuses on depicting the everyday life in contemporary Beijing surrounding folklore marketplaces. In particular, it describes material engagements established by connoisseurs and collectors in two major folklore markets, the Shilihe and the Panjiayuan market, demonstrating a new Chinese folklore connoisseurship that ascends and reconfigured in contemporary Beijing. This dissertation argues that the desire, and the collective effort, to overcome the post-Mao social and cultural transformation have materialized in the revival of folk traditions as marketized cultural heritage. It contends that the ascending cultural market propels the hope of national rejuvenation while bringing about a new form of possessive individualism alongside the process of privatization.

Millennials, or Generation Y, represent one of today’s most prominent age cohorts: with their increasingly stronger purchasing power and importance in the global economic landscape, it is no wonder that marketers are striving to find new ways to appeal to the taste of this peculiar generation of consumers. Among the various modern research fields in business, one in particular is offering incredibly interesting insights to both scholars and professional marketers: the concept of nostalgia proneness in consumer behavior. While several studies examine the dynamics of this phenomenon, none of them so far examined the impact of nostalgia proneness in shopping behavior, especially examining the dynamics on a sample of Generation Y consumers. This study was conducted in order to explore the dynamics of nostalgia proneness, linking the constructs to both desire for uniqueness and shopping behavior, using the framework provided by the Consumer Styles Inventory (Sproles & Sproles, 1990). After a theoretical review on the matter, several hypotheses and a conceptual model were developed to serve as the core framework of the quantitative analysis. The data, obtained from a convenience sample of 222 respondents, were subsequently examined using several statistical techniques (ANOVA, correlation and factor analysis), with the intent to test the hypotheses and shed light on the research questions. The outcome was then presented and interpreted using both the theoretical background and other complementary relevant literature. The results showed a positive relationship between nostalgia proneness and desire for uniqueness, with both variables being further connected to several shopping traits of the Generation Y consumer. The cluster and factor analysis eventually showed patterns that could be interpreted using the theory of hedonic and utilitarian shopping motivations.

The use of nostalgia has become a feature in baseball ballparks in recent years, with research showcasing the prevalence of nostalgic stimuli including bricks, steel beams, and old-fashioned scoreboards popular in the past. The impact of such stimuli on spectators’ emotions and behavior had yet to be explored, though. Therefore, the purpose of the current study was to investigate the impact of nostalgia on minor league baseball spectator emotional and behavioral responses. Data collection occurred at three minor league baseball games during June 2017. Utilizing the SOR framework (Mehrabian & Russell, 1974) as the theoretical foundation, a 39-item instrument was constructed by adapting items from previously-constructed surveys in the contexts of sport and general consumer behavior. Using systematic random sampling, a total of 232 completed and usable surveys were collected. To investigate the impact of nostalgia on spectators’ emotional responses, structural equation modeling was utilized. The study sought to specifically examine whether nostalgia evoked through spectators’ senses (sight, smell, sound, taste, and touch) and social interaction impacted their pleasure. Results showed that only social interaction was a significant positive predictor of pleasure, with sight a significant negative predictor of pleasure. A significant, positive relationship between pleasure and spectator’s behavioral intentions was also found. Finally, the study explored whether spectators’ arousal moderated the relationship between pleasure and arousal. The results displayed that arousal did not significantly moderate this relationship, with pleasure and arousal maintaining a strong correlation. Results and implications of the study are discussed, with suggestions for future research provided.

Aim: This study aims to explore the Chinese consumer's perception and preference for the use of traditional Chinese cultural elements (TCCEs) in marketing from two aspects: nostalgia formation and nostalgia preference. Methods: This study adopted the method of qualitative research. The data was collected by the students from the Zhejiang University of Technology through video semi-structured interviews. The four cases of TCCEs products are bottled water, lipstick, pajama, and stationery. They were used in the semi-structured interview. Result & Conclusions: This study concluded that age, gender, and personal experience could influence the formation of nostalgia. Besides, nostalgia advertisements and products can stimulate consumers’ positive emotions, thus generating nostalgia preference. Contribution & implication: From the perspective of companies, nostalgia marketing needs to be customized according to the characteristics of target consumers, i.e., their gender, age, and personal experience. Additionally, the connection between the product and TCCEs should be considered carefully in order to improve the understanding and acceptance of TCCEs products from consumers.

History
M.A.
This study explores what happens when baseball and public history collide at physical sites. It specifically examines corporate and vernacular exhibits and tours at six Major League ballparks and exhibits at the National Baseball Hall of Fame & Museum. I study these primary sources within the broader context of baseball history, nostalgia marketing, heritage tourism, and the relationship between public historians and corporations. My analysis adds to the sparse critical literature on sports public history.
Temple University--Theses

Marketers often make changes to brands to make the brand seem current or exciting. Some updates are successful while others are spectacular failures. This dissertation establishes a connection between consumer acceptance or rejection of updated brands and the consumer's reported brand nostalgia. In this dissertation, I refine the current marketing definitions of nostalgia to develop a more specific construct of brand nostalgia, develop a scale to measure the construct of brand nostalgia, examine the differences between schemas for nostalgic brands and non-nostalgic brands, and show that consumers' affective and attitudinal responses to changes in a brand are moderated by brand nostalgia.

Nostalgia has been defined as "a positively toned evocation of a lived past" (Davis 1979), and "a fondness for possessions and activities associated with days of yore" (Holbrook 1993). Consumers have been observed to engage in nostalgic behaviors, from re-watching favorite old movies (Holbrook, 1993) to reminiscing about favorite cars from their youth (Brown, Kozinets and Sherry 2003) to consuming specific foods as a way to reconnect with the past (Loveland, Smeesters and Mandel, 2010). Consumers have also reported nostalgic feelings for particular brands or items (Holbrook and Schindler 2003).

When individuals recall nostalgic memories, they recall affect and brand information stored in their schema for the target brand (Collins and Loftus 1975). Nostalgia is "not a true recreation of the past but rather a combination of many different memories, all integrated together and in the process, all negative emotions filtered out" (Hirsch 1992). Thus, the individual's memory trace is biased, leading the individual to recall the brand as being better than it actually was. Further, when an individual forms a relationship with a brand, the individual incorporates affective and attitudinal information into the schema, leading to a more complex, more robust schema (Fournier 1998; Smit, Bronner and Tolboom 2006). Once the individual experiences the updated brand, he compares the new experience to his biased memory and attempts to assimilate the new stimuli into his or her existing schema. The individual's ability to assimilate the new experience into their schema built on the biased memory will depend on the degree of change to the brand as well as the individual's level of nostalgia towards the brand.

When a highly nostalgic individual processes a changed brand, his more complex and affect-based schema will lead to a smaller latitude of acceptance for the change (Hart and Diehl 1993). If the change falls outside the latitude of acceptance, the individual will reject the updated brand (Atkins, Deaux & Bieri 1967). Conversely, less nostalgic individuals are likely to have less complex, less affect-laden, less positively biased memories of the brand, making them more likely to assimilate the change (Meyers-Levy and Sternthal 1993; Martin 1986; Martin, Seta and Crelia 1990).

This dissertation combines literature from marketing, psychology and sociology to identify the ways in which the cognitive structures nostalgic individuals access when exposed to a brand towards which they are nostalgic differ from the cognitive structures non-nostalgic individuals access. This dissertation further provides a framework for both practitioners and academics to better predict consumer responses to changes in brands with nostalgic cache.

En una sociedad de consumo tan dinámica como la de hoy, el marketing ya no funciona como herramienta, sino como una actividad obligatoria para toda marca. Cada día surgen estrategias y formas nuevas de aplicarlo para conectar con el consumidor. Actualmente, las decisiones de compra se ven más afectadas por facetas emocionales que antes. Por lo que la publicidad emocional se convierte en una de las herramientas más utilizadas en el rubro empresarial para construir relaciones a largo plazo. En este contexto, los distintos discursos publicitarios emocionales toman relevancia como factores de motivación de las decisiones de compra. En este sentido, el uso de la nostalgia como un discurso emocional alternativo que usa los recuerdos para generar significado y conexión toma protagonismo en los últimos años. La presente investigación analizará el uso de la nostalgia en el discurso publicitario de marcas peruanas entre el 2015 y el 2019. Sección obligatoria en la que el autor o los autores exponen en breves líneas lo esencial del trabajo.
In a dynamic consumer society like today, marketing no longer functions as a tool, but as a mandatory activity for any brand. New strategies and new ways of applying it to connect with the consumer arise every day. Currently, purchasing decisions are more affected by emotional facets than before. So emotional advertising becomes one of the most used tools in the business field to build long-term relationships. In this context, the different emotional advertising discourses take relevance as motivating factors for purchasing decisions. In this sense, the use of nostalgia as an alternative emotional discourse that uses memories to generate meaning and connection takes center stage in recent years. This research will analyze the use of nostalgia in the advertising discourse of Peruvian brands between 2017 and 2019.
Tesis

El marketing de nostalgia es una herramienta utilizada para captar la atención del consumidor a través de un sentimiento de añoranza hacia el pasado. Los estudios analizados en el presente trabajo de investigación mencionan que la nostalgia es un sentimiento poderoso que evoca al pasado feliz del consumidor y lo trae al presente, causando un efecto positivo en su actitud. Ha sido utilizada en el branding, desarrollo de producto, estrategias de comunicación y de contenido. Sin embargo, pocos autores describen el uso de esta herramienta en la estrategia de contenido. Es por ello, que este trabajo de investigación analizará las actitudes de los millennials frente al uso del marketing de nostalgia como parte de una estrategia de contenido, específicamente de la alianza de Netflix y Nickelodeon que se basa en un acuerdo de producción de contenido en el que Netflix podrá tener en su plataforma contenido nuevo y antiguo de Nickelodeon. Para ello, se realizará un trabajo de campo cualitativo a través de entrevistas a profundidad dirigido a millennials que usan Netflix y que tengan una conexión previa con Nickelodeon. Esto nos permitirá conocer las principales actitudes, sentimientos y pensamientos con respecto al caso de estudio.
Nostalgia marketing is a tool used to capture the consumer's attention through a feeling of longing for the past. The studies analyzed in this research mention that nostalgia is a powerful feeling that evokes the consumer's happy past and brings it to the present, causing a positive effect on their attitude. It has been used in branding, product development and communication and content strategies. However, few authors describe the use of this tool in a content strategy. This is the reason this research will analyze the attitudes of millennials towards the use of nostalgia marketing as part of a content strategy, specifically the alliance of Netflix and Nickelodeon, that is based on a content production agreement in which Netflix will be able to have new and old Nickelodeon content on its platform. In order, to do this, a qualitative field work will be carried out through in-depth interviews aimed at millennials who have used Netflix and who have a previous connection with Nickelodeon. This will allow us to know the main attitudes, feelings, thoughts regarding the case study.
Trabajo de investigación

La investigación examina cómo las marcas europeas de moda de lujo utilizan la nostalgia en su estrategia de publicidad y marketing, y en concreto, cómo el concepto de nostalgia utilizado en los anuncios de Dolce & Gabbana refleja la sociedad italiana, su estilo de vida y el cuerpo de la mujer. Asimismo, la tesis compara estos elementos con los tópicos presentes en el cine producido en Italia tras la II Guerra Mundial, estableciendo paralelismos y divergencias entre la publicidad y el neorrealismo cinematográfico italiano. La investigación utiliza el análisis de contenido de imágenes, la teoría del transporte narrativo, y la semiótica. Para ello se realizó un análisis cualitativo del contenido de las imágenes a través del programa NVIVO. El análisis se centra también en los anuncios nostálgicos de Dolce & Gabbana y en la comparación con los elementos característicos del cine italiano neorrealista, producido después de la Segunda Guerra Mundial.
This research examines how European luxury fashion brands use nostalgia in their advertising, and marketing, and how the nostalgia related adverts of Dolce & Gabbana reflect Italian society & their lifestyle, and female body after World War II with a comparison to Italian cinema. The research adopts content analysis of imagery as a research method, Narrative Transportation Theory, and semiotics. A qualitative content analysis of imagery was conducted via NVIVO to analyze the adverts of five luxury fashion brands. The research focused on nostalgic D&G adverts since they were inspired by Italian cinema after WWII, and made a comparison among the adverts, and Italian cinema characteristics after WWII by establishing similarities, and differences. This research offers a different product category to investigate for nostalgia literature: Luxury fashion brands’ advertising, a different cultural context to examine: European luxury fashion brands, and examines these brand characteristics within the adverts’ narratives by semiotics.

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Collecting as a consumer phenomenon has been studied from different perspectives, and its antecedent and consequent factors are vast and complex. This thesis brings as an original academic contribution the establishment of positive and significant theoretical relations between factors influencing and resulting from the collecting practice that stand out in the existing literature, arguing that positive emotional factors influence the thematic interest of the collector, which in turn provides emotional well-being and suppression of frustration, expansion and extension of the self and feelings of personal nostalgia. In order to meet the objective of investigating the correlations between the proposed constructs, a mixed methodological approach was adopted. The bibliographic survey served as a theoretical basis for the definition of hypotheses and the design of a conceptual model. The exploratory qualitative research carried out with five opinion leaders linked to the thesis’ object of study - the collectors of statues and action figures - consolidated an understanding about the motivators involved in this type of collection. Quantitative descriptive research occurred in three distinct phases. At first, scales were developed and adapted following recommended psychometric procedures. A sample with 250 collectors was used as a pre-test in order to determine the measurement model. After the validation and evaluation of the reliability of the scales, the theoretical relations hypothesized were analyzed by means of confirmatory factor analysis and structural equations modeling based on PLS. Two surveys were carried out with collectors of statues and action figures, one in Brazil, with a sample of 700 collectors, and another in the United States, with a sample of 250 collectors, comparing the results of the measurement and structural models. The results indicate that early positive emotions influence the thematic interest of the collector, leading him to collect as a form of identity expression (extension of the self) and search for the expansion of the self (expanded self), through the possession of collection objects, with effect on the individual's emotional wellbeing. Extended Self and Expanded Self constructs prove distinct in their conceptual perspectives. In addition, the age group is shown as an important moderating variable in the relationships between suppression of frustration and personal nostalgia - the objects of collection evoke memories and nostalgic feelings and play a compensatory role. On the other hand, the origin of the collectors (Brazil and USA) does not appear as a moderating variable of the predicted theoretical relations, which indicates indistinct influencing and resulting factors. As a general conclusion, the thesis offers a way for the construction of a theory on collectivism, with an unprecedented and initial understanding of relevant causal relations.
O colecionismo como fenômeno de consumo vem sendo estudado sob diferentes perspectivas, e seus fatores antecedentes e consequentes são vastos e complexos. Esta tese traz como contribuição acadêmica original o estabelecimento de relações teóricas positivas e significativas entre fatores influenciadores e resultantes da prática colecionista que se destacam na literatura existente, defendendo que fatores emocionais positivos influenciam no interesse temático do colecionador, que por sua vez proporciona bem-estar emocional e supressão de frustrações, expansão e extensão do self e sentimentos de nostalgia pessoal. Para atender ao objetivo de investigar as correlações entre os construtos propostos, adotou-se uma abordagem metodológica mista. O levantamento bibliográfico serviu como fundamentação teórica para a definição de hipóteses e desenho de um modelo conceitual. A pesquisa qualitativa exploratória realizada com cinco líderes de opinião ligados ao objeto de estudo da tese - os colecionadores de estátuas e figuras de ação – consolidou um maior entendimento a respeito dos motivadores envolvidos nesse tipo de coleção. A pesquisa quantitativa descritiva ocorreu em três fases distintas. Num primeiro momento, escalas foram desenvolvidas e adaptadas, seguindo procedimentos psicométricos recomendados. Uma amostra com 250 colecionadores foi utilizada como pré-teste, a fim de apurar o modelo de mensuração. Feita a validação e avaliação da confiabilidade das escalas, as relações teóricas hipotetizadas foram analisadas por meio de análise fatorial confirmatória e modelagem de equações estruturais baseada em PLS. Duas surveys foram realizadas com colecionadores de estátuas e figuras de ação, uma no Brasil, com amostra de 700 colecionadores, e outra nos Estados Unidos, com amostra de 250 colecionadores, comparando-se os resultados dos modelos de mensuração e estrutural. Os resultados apontam que emoções positivas antecipadas influenciam no interesse temático do colecionador, levando-o a colecionar como forma de expressão identitária (extensão do self) e busca pela ampliação do self (self expandido), por intermédio da posse dos objetos de coleção, com efeito no bem-estar emocional do indivíduo. Os construtos extensão do self e self expandido provam-se distintos em suas perspectivas conceituais. Ademais, faixa etária mostra-se como variável moderadora importante nas relações entre supressão de frustração e nostalgia pessoal – os objetos de coleção evocam memórias e sentimentos nostálgicos e cumprem um papel compensatório. Por outro lado, a origem dos colecionadores (Brasil e EUA) não surge como variável moderadora das relações teóricas previstas, o que indica fatores influenciadores e resultantes indistintos. Como conclusão geral, a tese oferece um caminho para a construção de uma teoria sobre o colecionismo, com um entendimento inédito e inicial de relações causais relevantes.

With the emergence of digital cameras on phones, photography has become a popular routine. For some people, it is close to a form of ritual, every moment of the present is preciously archived and possibly shared to relatives on social media. This consumption of photography contrasts radically with the one practiced 20 years ago. Analogue photography was more occasional, because it is more time-consuming and also more costly. However, we observe today a resurgence of analogue photography and more particularly among young generations. This phenomenon goes hand in hand with the popularity of transforming contemporary pictures into old-looking ones with services like Instagram. Therefore, there is a regain of popularity for old devices and old aesthetic among young generations which indicates the existence of nostalgic behaviours among these consumers. The present study aims to explore these two phenomena in order to identify patterns of consumption about nostalgic behaviour among young generations. In order to achieve this, a comparative design is adopted to evaluate the differences and similarities between analogue photography and Instagram practice. This study generates knowledge about the changes in consumption since the digitalization of photography. Indeed, Instagram and analogue photography are rooted in the need to provide alternatives to digital photography which has made photography pervasive and less personal. Instagram and analogue consumers express different attitudes to achieve this desire to create meaning. Thus, the findings reveal that Instagram consumers give value to their everyday life experience by using nostalgic effects. This is interpreted by the fact that old-looking pictures are perceived as more narrative so they have more power to tell stories. Conversely, analogue users renew old practices in order to give more meaning to their photographic experience. It allows them to be more involved in a process of creation which does not exist anymore in digital photography.

Entender cómo los integrantes de las generaciones X e Y perciben los elementos narrativos y de puesta en escena respecto al marketing de nostalgia en la película Asu Mare 1, comedia que marcó un hito en la historia del cine peruano. El trabajo identificó como elemento narrativo principal a Cachín –personaje protagónico de la película– y a los props como elementos principales de la puesta en escena. La pregunta que se intentó responder es la siguiente: ¿cómo fueron percibidos el personaje de Cachín y los props de la película Asu Mare 1 por las personas de las generaciones X e Y en relación con el marketing de nostalgia?
Understand how the members of the generations X and Y perceive the narrative and staging elements regarding the nostalgia marketing in the film Asu Mare 1, a comedy that marked a milestone in the history of Peruvian cinema. The work identified as main narrative element Cachín -protagonist of the film- and the props as main elements of the staging. The question that was tried to answer is the following one: how were the character of Cachín and the props of the film Asu Mare 1 perceived by the people of the generations X and Y in relation with the marketing of nostalgia?

This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.

COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
Esta dissertação aborda o marketing de gerações. As recentes alterações na estrutura e dinâmica populacional no Brasil salientam a necessidade de melhor caracterização de seus segmentos etários. Para marketing, uma questão relevante é entender como envelhecerá a população no que diz respeito aos seus hábitos de consumo. Observar esse processo a partir da perspectiva dos coortes pode trazer luz à compreensão dos comportamentos de consumo a partir dos valores sedimentados em determinada época do ciclo de vida dos consumidores. Conhecendo tais valores pode-se melhor avaliar compostos de serviço e produto para cada coorte e, sobretudo, como melhor implementar estratégias de comunicação e abordagem do mercado. No processo de envelhecimento três efeitos interagem: efeitos coorte, idade e período. A tendência nostálgica também interfere no processo, especialmente na manifestação do efeito coorte. Os resultados desta pesquisa apontam para a nostalgia como característica psicográfica ou de estilo de vida. Não foram encontrados indícios de que se trata de característica ligada à idade. Os resultados apontam que a tendência nostálgica parece sofrer influências marcantes de acordo com o sexo e a classe social (ou nível de renda). A influência do efeito coorte, de acordo com classificação proposta por Motta, Rossi e Schewe (1999), sobre a tendência nostálgica parece também relevante, embora os dados apontem efeitos de menor intensidade quando comparados aos ligados ao sexo e classe social. Os resultados apontam para a relevância do efeito coorte nas atitudes dos consumidores. A partir de classificação da população brasileira em 6 coortes, foram testados vários valores ligados a essas atitudes e propostas diretrizes genéricas de abordagem de Marketing a tais segmentos.
This dissertation approaches the marketing of generations. The recent alterations in the structure and population dynamics in Brazil point out the necessity of better characterisation of its age segments. For marketing, a relevant question is to understand how this population will age in respect to its habits of consumption. Observing this process from the perspective of cohorts can bring light to the understanding of consumption behaviours, as this point of view is based on values sedimented in determined time of the cycle of life of the consumers. Knowing such values may favor better evaluation of product and service Marketing-mixes for each cohort and, over all, improve implementation of communication and market penetration strategies. In the aging process three main effects interact: cohort, age and period. The nostalgic trend also intervenes in the process, especially in the manifestation of the cohort effect. The results of this research support the supposition that nostalgia is a psicografic or life-style characteristic. There had not been found indications that relate nostalgia to the age effect. The results point that the nostalgic trend seems to experience remarkable influences from sex and social class (or income level). The influence of the cohort effect, in accordance with classification of the Brazilian population proposed by Motta, Rossi and Schewe (1999), on the nostalgic trend also seems relevant; even so, the data point effect of lesser intensity when compared with those of sex and social class. The results suggest that the cohort effect is relevant in the effort of better understanding consumers attitudes. Employing classification of the Brazilian population in 6 cohorts, several values related to consumers attitudes had been tested and generic Marketing-based approaching guidelines to such age-segments were proposed.
Esta disertación aborda el marketing de generaciones. Las recientes alteraciones en la extructura y dinámica populacional en Brasil señalan la necesidad de una mejor caracterización de sus segmentos etários. Para marketing, entender como envejecerá la población en lo que respecta a sus hábitos de consumo constituye una cuestión relevante. Observar este proceso a partir de la perspectiva de los cohortes puede ayudar en la comprensión de los comportamientos de consumo a partir de los valores sedimentados en determinada época del ciclo de vida de los consumidores. Conociendo tales valores, pueden ser evaluados compuestos de servicio y productos para cada cohorte y, sobretodo, se pueden implementar estrategias de comunicación y abordaje de mercado. En el proceso de envejecimento tres efectos interactuan: efectos cohorte, edad y período. La tendencia nostálgica también interfiere en el proceso, especialmente en la manifestación del efecto cohorte. Los resultados de esta investigación apuntan a la nostalgia como característica psicográfica o de estilo de vida. No fueron encontrados indicios de que se trate de una característica vinculada a edad. Los resultados indican que la tendencia nostálgica parece sufrir influencias marcantes de acuerdo al sexo y la clase social (o nível de renta). La influencia del efecto cohorte, de acuerdo con la clasificación propuesta por Motta, Rossi e Schewe (1999), sobre la tendencia nostálgica aparece también como relevante, aunque los datos indiquen efectos de menor intensidad comparados a los vinculados a sexo y clase social. Los resultados apuntan para la relevancia del efecto cohorte en las actitudes de los consumidores. A partir de la clasificación de la populación brasilera en 6 cohortes, se experimentaron varios valores vinculados a esas actitudes y se propusieron directrizes genéricas de abordajem de Marketing a tales segmentos.

COMMODIFICATION OF THE COLLECTIVE MEMORY: YUGONOSTALGIAAS A MARKETING STRATEGY Jovana Vukcevic EHESS Paris, Charles University Prague Abstract: This paper focuses on a specific type of contemporary nostalgia for the Yugoslav past, emerging in recent years across the post-Yugoslav space - Yugonostalgia. This nostalgia creates a new Yugoslavia from the ashes of the old - a depoliticized Yugoslavia, not a state or an ideology, but a life story, a personal and social history that happened to take place within the former state. It is argued in the paper that Yugonostalgia can be understood as a longing for the solidarity, sociability and dignity of the socialist life-style, and even as a critique of the consumerist aesthetics of modern capitalism. However, in no way has it been a call to re-establish a Yugoslav state or to validate its ideological propaganda. Furthemore, in the intersection of capitalist profit-making and communist heritage, nostalgia has became more than a simple discursive construction, emerging from the idealized collective memory - it turned into a veritable marketing strategy exploiting Yugonostalgic symbols. Media campaigns that instigate warm feelings for Yugo-commodities and positive associations with the former state create new patterns of consumptions seeking to commercialize the...

Nostalgia is an increasing trend in today’s marketing sphere. In an era of impersonal digital media, building relationships and connections through nostalgia is a simple way for companies to leverage the optimistic feelings of remembering and reliving past experiences and memories. Associating brand message with positive references from the 90s, 80s or 70s, humanizes brands, bringing past and present together. Despite the growing tendency of nostalgia being seen as a marketing solution, the actual impacts of nostalgia in the marketing field have yet to be explored. Therefore, the aim of this dissertation is to enlighten the influence of past memories, age, gender, nostalgia proneness and a consumer’s affective state, in nostalgia-themed advertisement’s effectiveness within the Portuguese population. This dissertation’s research was conducted through a wide-ranging study of related literature and empirical research. The empirical research was carried out through both quantitative and qualitative methods. A sequential framework was developed based on the literature review, displaying the assumed interrelation between the items. These interrelations were later on tested in the empirical research. The findings revealed that past memories and age influence a consumer’s response to nostalgic advertisement. Additionally, gender, nostalgia proneness and a consumer’s affective state, do not significantly influence the consumer’s response to nostalgic advertisements. In order to successfully use nostalgic advertisements in marketing campaigns, managers must first understand how past memories and age influence consumers. Only then can an advertisement be designed in a way that is relatable to the targeted audience.
A nostalgia é uma tendência crescente na atual esfera do marketing. Numa era que vive em torno dos medias digitais e impessoais, criar relações e conectarmo-nos através da nostalgia é uma simples forma das empresas influenciarem os consumidores fazendo uso dos sentimentos otimistas e reconfortantes de vivências e lembranças passadas. Através de uma associação entre mensagem de marca e referências positivas do passado (anos 90, 80, 70), as marcas têm a capacidade de se humanizar e criar uma ligação entre o passado e presente. Contudo, apesar desta crescente tendência de gestores e "marketers" utilizarem a nostalgia como uma "solução" de marketing, os impactos da nostalgia no ramo do marketing ainda estão por explorar. Consequentemente, o objetivo desta dissertação é estudar a influência que as memórias passadas, idade, género, propensão à nostalgia e estado de espírito do consumidor, têm na resposta dos consumidores aos anúncios nostálgicos, tendo em conta apenas a população Portuguesa. A pesquisa desta dissertação foi realizada através de um amplo estudo de literatura relacionada com o tema e através de pesquisa empírica. A pesquisa empírica foi realizada utilizando ambos os métodos quantitativos e qualitativos. Foi desenvolvido um "framework" com base na revisão literária, ilustrando as inter-relações entre os diversos fatores. Estas inter-relações foram posteriormente testadas utilizando métodos quantitativos e qualitativos. Os resultados revelaram que tanto as memórias passadas como a idade dos consumidores, influenciam as suas respostas a anúncios nostálgicos. Contudo, o género, propensão à nostalgia e estado de espírito do consumidor não influenciam significativamente as respostas dos consumidores a anúncios nostálgicos. De modo a executar com sucesso campanhas de marketing com recurso a anúncios nostálgicos, gestores e "marketers" devem entender a influência que memórias passadas e idade têm, e criar um anúncio nostálgico em conformidade com o público-alvo.

碩士
國立高雄師範大學
視覺傳達設計研究所
97
With progressive scientific and technological, quick rhythmical life, fast accumulate experience of past simultaneously. “ Oh, the toy I played when I was a kid. “ “A popsicle is NTD 5 when we are kids; it’s none now. “ Those dialogues are full of our life. The society phenomenon which is transformed whole circumstances isn’t merely from quick rhythmical life. Government focuses on the development plane of cultural and creative industries that industries, government and academic care increasingly, the development plane of cultural and creative industries of the foundations being diverse natural and human environment, copiously local characteristics. A matter that the Inter-government places a great deal of importance on culturally site-specific, they use conventional, antique or unknown culture, folkway in design of new packings; they want to cause creation adding local industries value. Consumers are easier see different packings that are capable in the medium of marketing. I research relevance between nostalgic design and marketing by snack food packings. Research Findings nostalgic images that we can see in our daily life, about traditional architecture, printed fabric of Taiwan, child toy, Calligraphy, free handwriting, and Tiak (Taiwanese culture), that images re-encode by designer and resonate nostalgic feelings. Nostalgia design marketing and Conspicuous Consumption can create the cultural background of a mood of nostalgia; it is a portrayal of the Taiwan history. Nostalgia and culture are good businesses; designer can use information encoding opportunities brought about by the creation of nostalgia with proprietors.

Millennials are currently the most important generation given that they are the present biggest generation and also, biggest working class, since the youngest Millennial has nowadays 18 years old and the oldest 38. It is therefore crucial for brands to capture the interest of this generation. Knowing that Millennials are regarded as having a particular tendency towards nostalgia, it seems like a good way for brands to advertise to them appealing to their nostalgic feelings. In this vein, the objectives of the current dissertation are: (i) identify drivers that evoke nostalgia in advertising; (ii) identify consequences of advertising-evoked nostalgia, (ii) analyze a model with antecedents and consequences of advertising-evoked nostalgia into the context of two different advertisings. It was created a conceptual model that tests Brand Loyalty, Perceived Authenticity and Nostalgic Proneness as antecedents that influence Advertising-evoked Nostalgia and as consequents of Advertising-evoked Nostalgia, Brand Advocacy and Brand Attachment. After collecting quantitative data, the conceptual model and the corresponding hypothesis have been tested with a partial least squares modelling approach. The results revealed that Nostalgic Proneness has a major role as an antecedent of Advertising-evoked Nostalgia and Brand Advocacy as a consequent.
Os Millennials são actualmente a geração mais importante, uma vez que são presentemente, a maior geração e também a maior classe laboral, dado que o mais novo Millennial tem, hoje em dia, 18 anos e o mais velho 38. É desta forma crucial para as marcas, capturar o interesse desta geração. Sabendo que os Millennials são considerados como tendo uma tendência particular para nostalgia, publicidade apelando ao seu sentimento de nostalgia aparenta ser uma boa maneira para as marcas lhes direccionarem publicidade. Neste sentido, os objectivos da presente disertação são: (i) identificar os condutores que evocam nostalgia em publicidade; (ii) identificar as consequências da nostalgia evocada por publidicade; (iii) analizar o modelo com antecedentes e consequentes da nostalgia evocada pela publicidade no contexto de dois anúncios diferentes. Foi criado um modelo conceptual que testou a lealdade à marca, a percepção de autenticidade, e a tendência nostalgica como antecedentes que influenciam nostalgia evocada por publicidade, como consequentes da nostalgia evocada por publicidade, defensores da marca e apego à marca. Após obtidos os dados quantitativos, o modelo e as correspondentes hipóteses foram testados através da ferramenta “partial least squares”. Os resultados revelaram que a tendência nostalgica tem um papel muito importante como antecedente de nostalgia evocada por publicidade e que o maior consequente são os defensores de marca.

碩士
朝陽科技大學
企業管理系碩士班
94
Abstract The universal retro style which made a come back at the end of the 20th century has continued working its way into the beginning of the 21st century. Within the past few years, theme restaurants have been evolving gradually with more diversity. Restaurants with retro theme have emerged, basing on different needs of the market; theme restaurants not only provide the consumers different choices but also different experiences. This research is on account of experimental point of views of the study on consuming behaviors, on the basis of opinions and behaviors of the consumers themselves, then further to discuss and investigate consumers’ experiences of the retro theme restaurants and also the cause and effect between consumption environment/atmosphere and behavioral intention. Basing on the fact that the idea of experiencing marketing has become a trend, the experiences and environment/atmosphere restaurant owners provide determines the success or the failure of the business itself. The motive of this research is to discuss the importance on how restaurants with retro themes should enhance the behavioral tendency of its consumers. The major contribution of this research is done with documentation and questionnaires, the main bibliographies are, Experiencing Market by Schmitt(1999), Consumption environment/atmosphere by Belk(1974), as well as Behavioral Intention by Boulding et al.(1991) and related materials from domestically and also internationally. With provided materials, data related to retro theme restaurants will then be colleted and analyzed, connection will be made between Experiencing Marketing and Consumption Environment in order to put together an intergraded concept mold for discussion for different theories and ideas. The purpose of this research is to investigate the relation in between Experiencing Marketing, Consumption Environment and Behavioral Tendency, and further more to use linear mode to verify the cause and the effect and the relations. The result of research shows：1.some of the demographic variable had obvious deviations in each dimension.2.feeling experience had positive influence temporal perspective.3.actional experience had positive influence on physical surroundings.4.actional experience had positive influence on temporal perspective.5.actional experience had positive influence on antecedent states.6.physical surroundings had positive influence on behavior intention.7.antecedent states had positive influence on behavior intention.

Dissertação de mestrado em Marketing e Estratégia
Quando se começou a estudar o retro marketing no final do século XX, temeu-se que se tratasse apenas de uma obsessão dos gestores de marketing pelo passado. No entanto, a atenção do marketing pelo passado e pela nostalgia a ele associado não desapareceu e parece ganhar importância. As empresas vêm no retro marketing uma estratégia muito menos arriscada e com menos custos do que lançar produtos, serviços ou marcas completamente novas. Ao olhar para o passado, uma empresa deve realçar forças como a sua herança, história e cunho. Longe de serem antiquadas é do equilíbrio certo entre o passado e o futuro que a adoção da estratégia de retro marketing pode ser bem-sucedida. Ou seja, uma estratégia de retro marketing pode ser melhor sucedida quando se introduz inovação. Definiu-se como objeto de estudo o retro marketing e a inovação empresarial em Portugal. O propósito da presente dissertação é analisar e identificar as perceções dos gestores de marketing sobre a estratégia de retro marketing como forma de inovação empresarial. Neste sentido, foi elaborada uma análise quantitativa com base num questionário que obteve 54 respostas válidas. Conclui-se que o retro marketing não é incompatível com a inovação, e que ele se manifesta expressamente nas variáveis produto e comunicação do composto de marketing. Ele está correlacionado com a inovação do produto e inovação de marketing nas empresas. Por sua vez, as empresas, motivadas por ganhos de vantagem competitiva, consideram a nostalgia a principal impulsionadora da estratégia de retro marketing. No entanto, cerca de metade dos respondentes afirma nunca ter utilizado a estratégia no desenvolver das suas funções atribuindo maior importância e notoriedade à inovação. Os resultados deste estudo mostram que é fundamental que as organizações criem laços afetivos com os consumidores apelando à sua nostalgia e fidelizando-os, obtendo vantagens competitivas que advêm desse posicionamento.
When it started studying retro marketing in the late twentieth century, it was feared that it was just an obsession of the marketers for the past. However, the marketing attention of the past and the nostalgia associated with it has not disappeared and seems to gain importance. Companies come in retro marketing a much less risky and less costly strategy than launching new products, services or brands. When looking to the past, a company should highlight yours strengths such as its heritage, history and stamp. Far from being outdated, is the right balance between past and future that the adoption of retro marketing strategy can be successful. That is, a retro marketing strategy can be better succeeded when introducing innovation. It was defined as a study object retro marketing and business innovation in Portugal, and the purpose of this dissertation is to analyse and identify the perceptions of marketing managers on this strategy as a form of business innovation. In this sense, a quantitative analysis was elaborated based on a questionnaire applied online that obtained 54 valid answers. We conclude that retro marketing is not incompatible with innovation, and that it expressly manifests itself in the product and communication variables of the marketing compound. It is correlated with product innovation and marketing innovation in companies. In turn, companies, motivated by gains in competitive advantage, consider nostalgia the main driver of the strategy of retro marketing. However, about half of the respondents say that they have never used the strategy to carry out their functions, giving greater importance and notoriety to innovation. The results of this study show that it is fundamental that the organizations create affective bonds with the consumers appealing to their nostalgia and loyalty them, obtaining competitive advantages that come from this positioning.

碩士
朝陽科技大學
建築及都市設計研究所
99
Nowadays, due to the rapid explosion of technical information, it has caused people to look back intensely the wonderful past instead. It also recalls the past memory gradually and becomes a sort of general desire. Because consumption demand of nostalgia sign has been rising, the commercial space for nostalgia requirement appears consequently. In the situation of experiencing the change of economic tendency and the consumption structure, the consumers become to value psychological feeling which provided behind the merchandise. Therefore, consuming in the space with nostalgia atmosphere, the consumers relatively think highly of nostalgia feeling sympathy in the psychological aspect. For this reason, this research from the viewpoint of the experiencing marketing was inducing the consumers in the nostalgia space what planning criteria are. Through this study, we can compare and analyze how the consumers’ traits influence from every structure aspect, and also for the reference of establishing planning strategies. By the reviewed document, we can be able to investigate and conclude the experience marketing, nostalgia, the spatial atmosphere form and other related theories etc., and then develop the hypotheses and structures which are enquired. Moreover, by the testified methods, questionnaire and statistic, we can generalize these two conclusions: 1. Through this research, it concludes the main criterion aspects bases on factors of influencing consumers’ nostalgia experience. These findings can be the reference for related service industry marketing for the development strategies. 2. To investigate the consumers’ different traits for the nostalgia experience feeling, and to find the different traits that has different nostalgia experience feeling. Therefore, this research conclusion can be the reference to service industries taking nostalgia as the demand plan target consumer group marketing strategies.

碩士
國立暨南國際大學
東南亞研究所
99
This study focuses on exploring Shi-yi Company, a major importer of Southeast Asian products, how it arranges its marketing channel and distributes products to the channel members around Taiwan. The effects of importer’s channel structure, channel relationship, target consumers, channel cooperation, channel conflict and marketing environment are discussed. The objects of this study are the importer (Shi-yi Company in Kaohsiung), a wholesaler (Good King Company in Taichung) and a retailer (Bing Go Company in Taipei). Some valuable findings have been discovered in the study by means of literature review, deep interview and observation. First, Shi-yi Company and its channel members, Good King and Bing Go, caught great investment timing by the time when Taiwan government just started implementing policy importing foreign laborers in 1989. At the same time, they grasped three key factors: good timing, right location and people who were helpful for them. The markets for Southeast Asian products in Taiwan are niche markets in which consumers are almost restricted to foreign laborers and spouses from Southeast Asia. The special needs for access products from homelands for Southeast Asians in Taiwan contribute to the formation of the emergence of many “nostalgic” shops in the recent decade in Taiwan market. Second, the marketing channel structures of Shi-yi Company are mainly based on the length, width and intensity of channel and traditional marketing channel system, the combination of these strategies, the growth of sales can be promoted. Third, channel conflict and cooperation are often existed between channel members. The vertical conflicts between the importer and retailer are often formulated, but this can be avoided by coordinating and communicating of each other in advance. Moreover, Shi-yi Company employs price strategy to reduce channel conflict and builds complementary and faithful cooperative relationship between members of marketing channel. By doing this, higher loyalty to the Shi-yi Company is formulated and becomes a competitive advantage on the market for the company itself. The last, but not least important, is the marketing environment influences all factors of marketing campaign. The huge adjustment of government labor policy such as reducing the amount of imported Southeast Asian labors, which will be implemented since September 2010, will cause huge impact on the industry of electronic technology, especially the decreasing of the Filipino labors in the coming years will definitely affect the number of consumers in “nostalgic” shops. Those companies in this discussion should seek new potential customers to ensure their sustainable development.

碩士
銘傳大學
設計管理研究所碩士在職專班
97
Abstract While modern-day people are chasing after new “fashionable trends,” another traditional “nostalgic fever” is growing in popularity which also triggers people’s interest and passion. It has drawn people to travel back in time and savor bits and moments from the past. Thus, it gives rise to the cultural and creative industries with the theme of nostalgia. With perfect combination of cultural art, life creation and economy, the cultural and creative industries breathes life into the traditional culture, and applies its uniqueness to industrial development, so as to take on the challenge coming from globalization. The study uses the “experiential marketing” put forth by Schmitt (1999) as the theory basis and refers to relevant literature to explore the experiential perception and variance that consumers have in the strategic experiential modules (sense / feel / think / act / relate) out of the cultivation of nostalgic situation in the cultural and creative industries. By using qualitative interview method, the study respectively interviews three nostalgic situation business owners of Taiwan Storyland, Neiwan Theater, Center for Traditional Arts. At the same time, the study also conducts an experiential marketing questionnaire survey among the consumers visiting the three nostalgic situations, in which a total 157 effective questionnaires are collected. In the end, data statistic analysis methods, including descriptive statistic analysis, reliability analysis and one-way ANOVA, are used to analyze the results. The following are the major conclusions of the study: 1. Consumers feel high degree of recognition to the experiential perception of the five-kind strategic experiential modules in their experiencing of the III nostalgic situation provided by the three enterprises. 2. Consumers feel that, in terms of sensing, feeling and relating, the three enterprises have their respective unique styles and attributes for the nostalgic situation they provide, which has significant variance from other competitors. However, in the aspects of thinking and acting, they feel there is no significant variance from other competitors. 3. The three enterprises running the nostalgic situation affirm that experiential marketing has significant and positive influence on consumers’ experiential perception. The five-kind strategic experiential modules is the key factor making consumers feel having more added value. It will induce consumers’ purchasing motives and further trigger actual purchasing behavior. It illustrates that when an enterprise carries out experiential marketing to deliver the experiencing measuring up its brand value, consumers’ perception and recognition towards the experiencing of sensing, feeling, thinking, acting and relating will be enhanced, which will further elevate business performance. Finally, some recommendations are provided based on the study results. It is hoped that the recommendations will be the useful references for enterprises and academia.

Although the existing marketing research on nostalgia has provided an understanding of nostalgia from different perspectives, it remains scattered. The confusion on the nature of nostalgia and a lack of theoretical framework on nostalgic marketing greatly restrains our understanding of nostalgic marketing. To contribute to the gaps in the marketing literature on nostalgia, this research aims to clarify the nature of nostalgia through combined effort of literature review and exploratory interviews with participants of different cultural backgrounds. Five major dimensions of nostalgia in the general sense are identified, namely emotional, attitudinal, cognitive, behavioural, and symbolic dimensions. Based on the five major dimensions that emerged for nostalgia in the general sense, nostalgia in marketing is distinguished for its unique characteristics of its separation from direct personal experiences, the dominantly positive emotion imbued, and the promotion of the imagined past. Nostalgic marketing is then defined, as well as its classification and major forms. In reference to the interviews conducted, the underlying working mechanisms of different forms of nostalgic marketing are proposed. Some pitfalls related to the application of nostalgic marketing disclosed by our interviews are also presented. The scope of this research project is extended by examining the theoretical framework empirically on three cultural groups: Canadians, Chinese, and Chinese immigrants to Canada. The findings indicate that (1) nostalgic marketing is overall more positively evaluated by Chinese and Chinese immigrants to Canada than by Canadians; (2) different cultural groups have varied preference for certain nostalgic marketing forms; and (3) a same nostalgic marketing form can be equally effective for different cultural groups but for different reasons. In explaining the findings, nostalgia proneness and individuals' general attitude toward advertising and marketing are identified as the two major influential variables. However, while nostalgia proneness should be examined within a particular cultural group, the general attitude toward advertising and marketing should be investigated across cultures

碩士
中華大學
企業管理學系碩士班
99
In recent years, rapid technological and economic development enhance national living standards. Consumers pursue not only the material satisfaction, but also the spiritual enrichment. While consumers go to restaurant, in addition to enjoy food, they pay more attention to the restaurant environment and atmosphere. In the pursuit of fashion at the same time, another unit of nostalgic traditional style, pulling people back to a time tunnel and making them experience the details of past life. The nostalgic traditional style has raised everyone's interest and fever. For this reason, this study takes the nostalgic situation of restaurants as subject, and explores the relationship between the actual consumption experiences and customer satisfaction with the "experiential marketing" concept （Schmitt, 1999） . Based on the viewpoint of nostalgic situation, to explore customers’ feeling through five strategies experiential module from "experiential marketing" concept, and the impact of the nostalgic situation on consumer satisfaction. The study conducted an experiential marketing questionnaire survey among the consumers dining in the nostalgic restaurants, in which a total of 313 effective questionnaires are collected. In this study, descriptive statistical analysis, structural equation modeling（SEM）and one-way ANOVA are used to analyze. The result showed that Nostalgic situation can really bring a positive experience marketing, and to enhance customer satisfaction in the nostalgic restaurants. The impact from five strategies module on consumer satisfaction varies.

碩士
國立臺灣海洋大學
航運管理學系
107
With the popularity and convenience caused by the internet, it has been easy and normal and even a trend to look for the happiness in our life through it. No matter how progressive and advanced the technology is, people will never forget old school goods and culture. There is even a trend of nostagia which has brought about the popularity of old street traveling. Keenly Promoted and encouraged by government and folks, local specific industrial cultures and tourism resources has attracted a lot of tourists to visit old streets. The tourists include not only the locals, but more from other counties, even other countries. Being living in the same neighborhood with an old street traveling attraction, I have always been able to feel about the phenomenon and thinking about doing something rewarding for my hometown. The participants of this study were tourists who have visited old streets in Jinshan District, Danshui District, Sanxia District, Ruifang District, Shenkeng District and Yingge District in New Taipei City. Questionnaire survey was conducted. Questionnaires are issued at the same time as network and physical questionnaires, granting total recovered 408 valid questionnaires.structural equation model was adopted to analyze the data.Schmitt’s Experiental Marketing Concepts were used to explore if the tourists who had visited old streets would have experienced the nostalgia and the value the old street had brought to them. Through the models of sensory, affection, thinking, action and connection, and the reveals of experience level, Aesthetic sense, interesting sense and service attitude, the study found that the nostalgic experiential marketing have a positive and significant impact on the experience value of the tourists and their revisiting intentions.

碩士
康寧大學
企業管理研究所
105
The nostalgia trend of Tainan old buildings is in and blows up the old building fever in Taiwan. A hipster tour to old streets and old houses, or a visit to old buildings which are repurposed as guest houses, café, restaurants,and art galleries are popular among consumers. Base on the the nostalgic ambience that the old buildings bring, this research will investigate the relationships among experiential marketing,brand image, experiential value, and customer satisfaction. As the old commercial business space is quite diverse, this study is aimed at the consumers who have experience in old building café, old building restaurant, old building guesthouse, old building art gallery conduct a questionnaire survey. Out of 500 copies of questionnaires were distributed to the respondents. 419 copies were properly completed and returned, and resulting in an effective response rate of 83.8%, and using SPSS statistical software, be descriptive statistical analysis, reliability and validity analysis, factors of analysis, Independent samples t-test, one-way analysis of variance, correction analysis,regression analysis. The results of the research showed that experiential marketing had positive influence on brand image, experiential marketing had positive influence on experiential value, experiential marketing had positive influence on customer satisfaction, brand image had positive influence on experiential value, brand image had positive influence on customer satisfaction, experiential value had positive influence on customer satisfaction, demographic parameter had part of connecting to the different analysis of four features.