Theses and Dissertations
Date of Award
5-2025
Document Type
Dissertation
Degree Name
Ph.D.
Department
Business Administration
Committee Chair
Frank C. Butler, Ph.D.
Abstract
This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, positively influencing purchase intentions regardless of product type.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Bunch, Cortnee Y., "Role of Retro Branding on a Consumer's Attitude Toward Products and Purchase Intentions" (2025). Theses and Dissertations. 222.
https://jagworks.southalabama.edu/theses_diss/222
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Marketing Commons, Sales and Merchandising Commons