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

Maritza Núñez

doi:10.56880/experior41.6

Authors

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

DOI:

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

Keywords:

behavioral sciences, market structure, brand image, marketing, advertising

Abstract

In a market marked by information saturation and competition, brands are faced with a scenario that requires them to generate authentic and lasting connections with consumers, a situation that has led companies to look for new ways to stand out and establish emotional ties with their audience. The article explores nostalgia marketing, analyzing its effectiveness in connecting brands with current consumers. It studies how evoking positive resources from the past generates emotional connections, increasing loyalty and purchases, especially in younger generations such as Generation Z and Millennials. The research was based on a qualitative analysis of academic literature, case studies and marketing reports, identifying strategies such as the relaunch of iconic products and retro-themed campaigns. Finally, it is concluded that nostalgia is a valuable tool, especially in times of uncertainty, but requires a strategic vision adapted to different cultures and demographic groups.

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