Impact of ad-evoked nostalgia and intensity of nostalgia on intention to buy fashion products

This study examines the influence of advertising-induced nostalgia and the level of nostalgia on the desire to buy fashion items. Data was collected using a questionnaire utilising scales adapted and adjusted from prior research. The questionnaire consisted of 18 scale items evaluating five constructs: advertising-induced nostalgia, perceived continuity of self, attitude towards the brand, intensity of nostalgia, and intent to purchase. A group of 441 ordinary shoppers was chosen using purposive sampling. Results demonstrate a meaningful and favourable effect of advertising-induced nostalgia on perceived self-continuity, brand attitude, and intensity of nostalgia regarding the purchase of fashion items. Moreover, perceived self-continuity, brand attitude, and intensity of nostalgia positively and significantly impact the intent to purchase fashion products. These outcomes underscore the vital role of nostalgia in influencing consumer conduct in the fashion sector and propose that marketers can efficiently utilise nostalgic appeals to improve brand perception and stimulate purchase intentions.