The role of nostalgia marketing in enhancing customer confidence: An Exploratory Study of the Opinions of a Sample of Generation X and Y Customers Visiting Family Mall in Duhok City
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Abstract
Nostalgia marketing is a modern trend in marketing, focusing on evoking memories and feelings associated with the past to create an emotional connection between the customer and the brand. Customer trust is the cornerstone of building long-term relationships with customers and reflects their trust in stores products.
The study based on the importance of nostalgia marketing as an effective tool for building customer trust. It aimed to analyze the impact of nostalgia marketing dimensions (nostalgic packaging, nostalgic advertising, nostalgic emotion, brand positioning, brand equity) on customer trust dimensions (capability, benevolence, integrity). The study was conducted on a sample of 350 customers at Family Mall stores in Duhok, and relied on a descriptive analytical approach using statistical tools using SPSS. The results showed a weak but statistically significant relationship between nostalgia marketing and customer trust. Also revealed a positive relationship between some dimensions of nostalgia marketing (brand equity) and customer trust. The study recommends employing culturally and emotionally charged elements of the past in marketing campaigns to build trust. It also calls for attention to developing nostalgic advertising content that reflects the authentic values of the local community.
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