Essays about: "Ellinor Ajander"

Found 1 essay containing the words Ellinor Ajander.

  1. 1. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

    University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Author : Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
    Keywords : Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

    Abstract : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. READ MORE