Marketing de nostalgia para conectar el pasado con los consumidores del presente

Maritza Núñez

doi:10.56880/experior41.6

Autores/as

Maritza Núñez Universidad de Panamá Autor/a https://orcid.org/0000-0002-2287-314X

DOI:

https://doi.org/10.56880/experior41.6

Palabras clave:

ciencias del comportamiento, estructura del mercado, imagen de la marca, marketing, publicidad

Resumen

En un mercado marcado por la saturación de la información y la competencia, las marcas se encuentran ante un panorama que les exige generar conexiones auténticas y duraderas con los consumidores, una situación que ha llevado a las empresas a buscar nuevas formas de destacarse y establecer vínculos emocionales con su audiencia. El artículo explora el marketing de nostalgia, analizando su efectividad para conectar las marcas con los consumidores actuales. Se estudia cómo la evocación de recursos positivos del pasado genera conexiones emocionales, incrementando la lealtad y las compras, especialmente en generaciones jóvenes como la Z y la Millennials. La investigación se basó en un análisis cualitativo de la literatura académica, estudios de caso y reportes de marketing, identificando estrategias como el relanzamiento de productos icónicos y campañas temáticas retro. Finalmente, se concluye que la nostalgia es una herramienta valiosa, especialmente en tiempos de incertidumbre, pero requiere de una visión estratégica adaptada a diferentes culturas y grupos demográficos.

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