Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022)

0153–0162 153

Print ISSN: 2288-4637 / Online ISSN 2288-4645

doi:10.13106/jafeb.2022.vol9.no4.0153

Nostalgia Advertising and Consumer Purchase

Intention: An Empirical Study from Pakistan

Kashif RIAZ1, Syed Karamatullah HUSSAINY2, Kamran KHAN3

Received: December 15, 2021 Revised: February 27, 2022 Accepted: March 07, 2022

Abstract
Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have
identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its
influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents
via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement
model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded
to the structural model where results related to hypotheses were obtained. The study’s findings corroborated the literature, revealing
that historical nostalgia advertisements have a significant impact on consumers’ cognition and emotions, leading to an effect on
attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising
proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan
are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate
benefits.

Keywords: Historical Nostalgia, Purchase Intentions, Advertising Agencies, Ad Creation, Effective Communication

JEL Classification Code: M30, M31, M37

1. Introduction expressed nostalgia as a condition that occurs when an

individual possesses positive emotions. Kessous and
Traditionally, the term nostalgia is associated with Roux’s (2010) in their article presented several definitions
the field of psychology and is defined as a feeling of of nostalgia, most of which referred to it as a state of
homesickness or depression, etc. (Kazlauske & Gineikiene, preference towards an object, people, place, or things
2017). However, nostalgia encompasses not only negative that an individual might possess when they were younger.
but positive emotions as well. Social scientist Davis (1979) Nostalgia is longing for the past, and affection towards
tangible or intangible possessions, events, and activities
of the past (Sierra & McQuitty, 2007); generally felt by
First Author. Associate Professor, Department of Business
1
individuals when they feel separated from an era of the past
Administration, Shaheed Zulfiqar Ali Bhutto University of Law,
Pakistan. ORCID ID: 0000-0003-3962-7487. to which they were attached (Holbrook, 1993; Sierra &
Email: 13kashifriaz@gmail.com McQuitty, 2007).
Professor, Department of Business Administration, Shaheed Zulfiqar Ali
2
It has been described as a nostalgic yearning that
Bhutto University of Law, Pakistan. ORCID ID: 0000-0002-1302-5528. evokes pleasant sensations in marketing and advertising
Email: s.karamatullah@gmail.com
Corresponding Author. Associate Professor, Faculty of Management
3 literature (Stern, 1992; Khan & Hussainy, 2018).
Sciences, Khadim Ali Shah Bukhari Institute of Technology, Pakistan. Advertisers can communicate and promote their products
ORCID ID: 0000-0001-9963-0616. [Postal Address: KASBIT, 84-B, to their target market in different ways. One of the most
S.M.C.H.S, Off Shahrah-e-Faisal, Karachi-74400, Pakistan]
Email: kamranabbaskhan@gmail.com significant considerations is that advertisements must
stand out from the crowd to successfully communicate
© Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution and motivate customers (Riaz & Ahmed, 2019). Quality,
Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits
unrestricted non-commercial use, distribution, and reproduction in any medium, provided the
audience familiarity, and cross-channel accessibility
original work is properly cited. are all factors that influence consumer satisfaction
154 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162

and retention (Wang & Jiang, 2022). One of the most shown commercials that show possession by surrogacy
powerful themes for capturing viewers’ attention and these commercials display the goodness of the past and
creating an effective advertising campaign is nostalgia link it with contemporary products. Such commercials
(Marchegiani & Phau, 2010). Consumer reactions such can generate desires in the consumers to link themselves
as self-concept, loyalty, brand image and meaning, with the past and therefore motivate consumers to incline
human senses, attitude formation, cognition and memory towards products that somehow link them with the past
process, buying preference, emotions, and others, all (Stern, 1992).
of which are important in the field of marketing and Creative strategy in advertising that focuses on historical
especially advertising, are influenced significantly by nostalgia often uses stories about, products, brands, and
nostalgia (Muehling, 2013; Marchegiani & Phau, 2010). consumption styles that attempt to stimulate consumers’
It’s also worth noting that nostalgia’s influence on people empathy towards this pretended past. If an advertisement
is unaffected by age, gender, race, socioeconomic class, is effectively able to generate mediated participation in
or other societal classifications (Greenberg et al., 2004). an era of the past then this imaginative capability of the
Researchers have identified two main types of consumer may develop a positive belief about the need,
nostalgia; which are “personal” and “historical” nostalgia importance, or relevance of the product (Deighton et al.,
(Marchegiani & Phau, 2010). In this paper we focus on 1989). The development of positive beliefs and attitudes
“historical” nostalgia which deals with collective memory, by the consumer has a direct positive impact on intention
meaning that historical nostalgia can be generated from to purchase (Nguyen et al., 2021.) The development
indirect experience and can even be generated from other’s of belief is generally based on subjective or feelings
memory of a period that was before the birth of an individual claims which are not verifiable as compared to objective
(Zelizer, 2008). Contrary to the common belief nostalgia claims that can be verified. Moreover, these beliefs have
generates positive responses about the past (Davis, 1979; a high probability of generating favorable responses and
Sierra & McQuitty, 2007) and it has the power to influence persuasion towards the product (Deighton et al., 1989).
consumer behavior both emotionally and cognitively In summary, advertisements containing nostalgia may
(Holbrook, 1993; Marconi, 1996). motivate consumers towards product consumption through
There is little research done in the area of the impact recreating the past golden age that was associated with the
of nostalgia on consumer purchase behavior (Muehling, product (Stern, 1992).
2013). Therefore, this exploration attempts to check the use
of historical nostalgia in publicizing brands. How historical 2.1. ELM and Nostalgic Advertisements
nostalgia in advertising affects consumers and influences
them towards the purchase (Khan & Hussainy, 2018). Is The Elaboration Likelihood Model considers two
the positive thoughts and emotions evoked by nostalgia routes for the formation of attitude and belief which will
makes advertising more effective in terms of changing eventually lead to a response. Researchers believed that the
audiences’ attitude towards the advertisement and brand? ELM model is capable of bringing attitude change through
This research contributes to finding out the effectiveness of persistent communication (Petty & Cacioppo, 1986). ELM
nostalgia advertising and helps companies understand how proposed that individuals’ responses are affected either by
through nostalgia advertising consumer’s brand perception the amount, nature, and truthfulness of claims in a specific
can be built. The reason for this examination is to discover message or by feelings/sentiments generated through
the impact of historical nostalgia on customers’ purchase a specific message. Researchers have emphasized the
intent. This research will determine how nostalgia can be importance of learning in influencing behavior and believe
used to attract and motivate consumers towards purchasing that human behavior is governed by laws and thus can be
the brand. How consumer attention and attitude levels predicted or influenced (Ekasari & Jaya, 2021). Therefore,
towards commercial and brand changes by using historical the two potential courses that influenced behavior that has
nostalgia in advertisements. been identified in previous work are the focal and fringe
courses. Under the focal course, individuals are impacted
2. Literature Review by messages that have gotten their cautious thought and
examination to develop an attitude. Although the focal
Advertisers need to develop consumer trust in the course is an exceedingly attractive road from which it
brand because it is extremely essential in determining is easier to convince others, it is additionally rather far-
purchase intent (Nguyen et al., 2022). Promotion is done in fetched and not effectively feasible (Petty & Cacioppo,
today’s era attempts to use historical nostalgia to develop 1986; Hellman, 2005; Percy & Rosenbaum-Elliott, 2016).
consumers’ trust in the brand to achieve purchase and The first type of persuasion occurs when an individual
consumption by the target audience. Consumers who were attempts to carefully and thoughtfully evaluate the true
unable to obtain products and commodities in the past are merits of the claim or information being presented in
 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162 155

communication and more specifically in advertising. This is when recalling past events, positive scenes recollections
called the central route to bring attitude change. The other are favored above negative scenes and events (Braun-
type of persuasion occurs due to feelings or sentiments such LaTour et al., 2007; Desmet, 2004; Holbrook, 1993). As
persuasion generally is not based on verifiable claims. This a result, incorporating nostalgia appeal in advertising
phenomenon of attitude development or modification has can elicit favorable feelings, demonstrating that the two
been referred to as the peripheral route (Petty & Cacioppo, have a beneficial association. “Nostalgia (historical) in
1986). Nostalgic advertisements attempt to use peripheral advertising evokes positive feelings,” according to the above
routes to motivate the consumers into buying the product characteristics.
(Stern, 1992). Consumer’s intentions are the important component
Sentiments are relating one’s past to the present and that leads to the development of consumer behavior about
future and are accepted to be impacted by individual a particular phenomenon (Hameed & Khan, 2020; Khan
experience (Davis, 1979; Merchant & Ford, 2008). The et al., 2021a, 2021b; Khan & Hameed, 2019a). These
sentiments generate by recalling past occasions, especially intentions are guided by a favorable attitude but cannot be
from early adolescence, is very intense, therefore generated without trust, researchers have demonstrated a
promoters have tried to develop these sentiments through positive correlation between consumer trust and repeated
nostalgic advertisements (Braun-LaTour et al., 2007) purchase (Dewobroto et al., 2021). Nostalgia has been
to gain a favorable attitude through the peripheral route shown by many researchers to influence cognition (Holak
(Petty & Cacioppo, 1986) which in turn further strengthen & Havlena, 1998). Research in memory accessibility has
their products’ fortune (Braun-LaTour et al., 2007). shown that salient thoughts are produced and recalled
Advertising may effectively and efficiently elicit these like easily, these thoughts are generally self-referencing
responses by tying brands to stimuli that are unrelated to (Krugman, 1967) and can influence attitude formation
brand performance (Moriarty et al., 2014). These stimuli or retrieval (Marchegiani & Phau, 2010). Among other
make no verifiable promises and provide no information things attitude towards the advertisement significantly
regarding the performance or quality of the product. They improves when viewers experiences nostalgia (Muehling
do, however, have the capacity to urge people to avoid & Sprott, 2013) therefore it can be summarized that when
approaching strangers (Zajone, 1980; Baker & Lutz, 2000). nostalgia increases there is a significant positive increase
This logic is also supported by the ELM, which states in viewers attitude towards the advertisement (Marchegiani
that when purchaser inclusion is high, their motivation to & Phau, 2010) and thus customer trust is easily achieved.
expend subjective effort in evaluating the true advantages The proposition that has been developed based on this
of an issue or item is also strong, and vice versa (Petty theoretical framework is “Cognitive response positively
& Cacioppo, 1986). The following diagram depicts the affect attitude towards advertisement”.
Elaboration Likelihood Model (ELM). Attitude is one of the most important factors that lead
to behavior (Ajzen, 1991; Salim et al., 2021). It is also
2.2. Hypotheses widely supported by the consumer behavior literature
(Hameed et al., 2021a). The examination by Muehling
Audiences who are exposed to nostalgic commercials and Sprott (2013) and Muehling (2013) reveals that using
are more likely to recall past events involving companies, nostalgia in promotion do surely impacts the audience, it
products, or other items (Hirsch, 1992; Mueller, 1987). generates a positive consideration towards the advertisement
Sujan et al. (1993) found that nostalgic feelings combined itself and the promoted brand. The study revealed that
with mental pictures of prior events had a significant nostalgia’s advertising-induced effect evokes a greater level
impact on customers’ judgment criteria and resulted in of personally nostalgic responses which in turn generates
more emotional product judgments. Consumers’ attitudes a positive attitude towards the advertisements resulting in
and behaviors can be influenced by nostalgic sentiments a positive attitude towards the brand. This relationship has
elicited by advertisements. Furthermore, consumers are been premised as “Attitude towards ad leads to attitude
more inclined to purchase things that have been promoted towards the brand”.
through nostalgic commercials during the purchase Consumer emotions can affect consumer behavior
process (Reisenwitz et al., 2004). As a result, the premise (Khan et al., 2021a; Hameed & Khan, 2020). Bambauer-
of the preceding theoretical framework is that Nostalgia Sachse and Heribert Gierl (2009) demonstrated that, while
(historical) in advertising produces a positive cognitive keeping other things constant, nostalgic advertisements
reaction to a brand. were able to generate a more positive emotion as
The use of nostalgic thoughts in commercials elicits compared to non-nostalgic advertisements. Moreover,
overwhelmingly pleasant emotions. Individuals tend to the more positive emotions that are created by these
remember happy scenes and feelings from the past, and nostalgic advertisements result in the development of a
156 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162

positive mental image and a positive attitude towards the 2.3. Research Model
commercial. Researchers have demonstrated that these
nostalgic thoughts can generate a higher identification Theoretical considerations, constructs, and propositions
with the communicated message and therefore when that were presented above are summarized in the research
the message is processed by the viewers it generates model shown in Figure 1. The developed model is empirically
persuasion towards the brand (Baumgartner et al., 1992). tested and results are presented in the upcoming sections.
Researchers believed that audiences when exposed to
nostalgic advertisement creates a mental image that 3. Research Methodology
predominantly generates a positive impact on consumers’
attitude towards the brand or product (Babin & Burns, The research and data collection adopts a quantitative
1997) this is because consumers generally do not consider approach to empirically validate the influence of historical
the negative aspect of the product when processing the nostalgic advertising on customers’ purchase intention;
evoked mental images which were created by nostalgic this justified explanatory research model to explain the
advertisements (MacInnis & Price, 1987; Bambauer- cause-and-effect relationship. Primary data was collected
Sachse & Gierl, 2009). Thus, the premise developed is using proper web-based surveys. Google forms were used
“The more positive emotions evoked, the more positive to create the questionnaire. In this study, convenience
consumer attitude towards the brand”. sampling was employed instead of non-probability
Exposure to nostalgic advertisements should transfer sampling. Data was gathered through social media sites
evoked memories of the past onto the products (Hirsch, and by emailing the web-based questionnaire to several
1992). Consumers having nostalgic feelings along with sites. Following scrutiny, 182 legitimate responses
their ability to evoke mental images of the past in their were chosen from respective respondents, resulting in a
mind positively influences their attitude and judgment sample size of 182. To check the conceptual model and
process (Sierra & McQuitty, 2007) which results in more the research hypothesis PLS smart was used. Moreover,
favorable product evaluation (Braun et al., 2002), positive to check the influence of independent variables on the
word of mouth, repurchase and generate an overall positive dependent variable, regression analysis was used. Multiple
intention towards the brand. Brand’s target market that and discriminant validity was used to check the impact of
possesses these positive feelings and attitudes that were independent variables on dependent variables (Hameed
generated through nostalgic advertisements increases et al., 2021b; Khan et al., 2021b). Reliability was tested
consumers’ purchase intention (Holmes & Crocker, 1987; through Cronbach Alpha analysis that checked the internal
Homer & Yoon, 1992). Proposition developed based on the consistency and reliability of each variable.
stated impact of attitude on purchase intention is “Positive The deductive method was used to understand and to
attitude towards brand influences consumers’ purchase demonstrate the relationship between Historical Nostalgia
intention”. advertising (HNA), Cognition (C), Emotions (EM),

Figure 1: Research Model

 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162 157

Attitude towards Advertisement (Aad), Attitude towards their research is acceptable because it is greater than the
Brand (Ab), and Purchase Intention (PIN). recommended value i.e. 0.50 (Khan & Hameed, 2019a). The
composite reliability is to check the internal consistency and
4. Results adequacy of the variables. The value of composite reliability
should be greater than 0.7 to be consistent. The composite
The proposed model was empirically tested through reliability of Attitude towards Brand is 0.879 whereas the
Smart PLS, results of reliability and model testing are reliability of Attitude towards Ad is 0.913. Meanwhile, the
presented below: composite reliability of Cognition and Emotions is 0.962
and 0.88. The dependent variable i.e. Historical Nostalgia
4.1. Measurement Model has composite reliability of 0.948 and the value of Purchase
Intention is 0.944. All the above values are greater than 0.7
The statistical analysis results of the model are presented which shows that all the variables are consistent. If the value
in Table 1. of Factor Analysis of any item is greater than 0.70 so it is
The Cronbach Alpha values explain the reliability of the good to carry forward for further analysis. The values of
variables. The reliability of the variable Attitude towards factor loading are greater than 0.70 which shows that the
Brand is 0.794 while the reliability of attitude towards model is reliable for further analysis.
advertisement is 0.873. On the other hand, the reliability Table 1 shows the values of R-Square, these values
of Cognition is 0.964 whereas the reliability of Emotions show the overall variable influences. The value of
is 0.813. Moreover, the reliability of Historical Nostalgia is Attitude towards Brand is 0.295 which explains that the
0.948 and the reliability of purchase intention is calculated variable is moderately fitted. The second variable Attitude
as 0.911. The value of Cronbach’s alpha of the variables of towards Ad has a 0.205 value of R-Square which also

Table 1: Measurement Model

Composite Average Variance

Items Loadings Cronbach’s Alpha R-Square Q-Square
Reliability Extracted (AVE)
ATB1 0.885 0.794 0.879 0.710 0.295 0.195
ATB2 0.746
ATB3 0.889
ATD1 0.893 0.873 0.913 0.725 0.205 0.001
ATD2 0.777
ATD3 0.902
ATD4 0.827
CO1 0.958 0.943 0.962 0.893 0.298 0.007
CO2 0.905
CO3 0.970
EM1 0.864 0.813 0.886 0.723 0.280 0.185
EM2 0.771
EM3 0.910
HN1 0.841 0.931 0.948 0.783
HN2 0.900
HN3 0.895
HN4 0.885
HN5 0.903
PI1 0.943 0.911 0.944 0.849 0.209 0.163
PI2 0.911
PI3 0.910
158 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162

shows that the variable is moderately fitted. Moreover, 4.2. Structural Model
the third variable Cognition has 0.298 which also lies
under the moderate benchmark value of R-Square. The The H1 test of the study showed that the relationship is
last two variables i.e. Emotions and Purchase Intention positive and significant between Attitude towards brand and
have 0.280 and 0.209 R-Square values which show that Purchase Intention (Table 4 and Figure 2). The first premise
these variables are also moderately fitted. The value of is accepted because the p-value is of Attitude to Brand and
Q-square explains the predictive relevance of the model. Purchase Intention is less than 0.05 and the t-statistics value
The values of Q-Square should be greater than 0. If the is greater than 2. Moreover, H2 was discussing whether
value is greater than 0 so it means that the variable is there is a positive significant relationship between Attitude
predictively relevant to the model. On the other hand, if towards Ad and Attitude towards Brand. The second
the values are less than zero then it means modal lack hypothesis is accepted because the p-value is of Attitude
predictive relevance. In the above table, the values of to Brand and Attitude towards Ad is less than 0.05 and the
Q-Square of each variable are greater than zero, which t-statistics value is greater than 2. The H3 suggested there
shows that the items are predictively relevant to the model. is a negative significant relationship between Cognition
According to the thumb rule of Discriminant Validity, and Attitude toward Ad. The third hypothesis is rejected
every construct must square have rooted and must be larger because the p-value is of Cognition and Attitude towards Ad
than the correlation of other constructs and it should be is greater than 0.05 and the t-statistics value is less than 2.
greater than 0.50. Furthermore, it also measures the difference The H4 noted that there is a positive significant relationship
between the overlapping construct. Table 2 shows the square between Emotions and Cognition. The fourth hypothesis is
root of the AVE of each variable which is greater than 0.50 accepted because the p-value of Emotions and Cognition is
and larger than any other construct. Moreover, the table less than 0.05 and the t-statistics value is greater than 2. H5
shows the diagonal items which represent the square root of the proposed relationship was about a positive significant
of AVE which represents the construct between indicators relationship between Historical Nostalgia and Cognition. The
and construct whereas, the off-diagonal items explain the fifth hypothesis is accepted because the p-value of Historical
squared correlation among the constructs. The first construct Nostalgia and Cognition is less than 0.05 and the t-statistics
is Attitude towards Brand which is 0.843, the diagonal value is greater than 2. The last hypothesis, H6 suggested that
values are lesser than the constructed value. Moreover, the there is a positive significant relationship between Historical
second construct is Attitude towards Ad which is 0.851, the Nostalgia and Emotions. The sixth hypothesis is accepted
diagonal values are less than 0.50 and the left value is also because the p-value of Historical Nostalgia and Emotion is
lesser. The third construct is Cognition which is 0.945, the less than 0.05 and the t-statistics value is greater than 2.
diagonal values are less than 0.50 and the left value is also
lesser. The fourth construct is Emotion which is 0.885, the 5. Conclusion and Recommendations
diagonal values are less than 0.50 and the left value is also
lesser. Furthermore, the last two constructs are Historical 5.1. Discussion and Conclusion
Nostalgia and Purchase Intention whose values are 0.885
and 0.921. The diagonal value of Historical Nostalgia is In this study, 182 people were surveyed to test the
lesser than the constructed value and its left side values are research model. In addition, discriminant validity was
also lesser. F-Square values show the individual influences employed to examine the data, and the results show that
of variables on the entire model. As per the above table, the one of the six hypotheses was rejected, while the other five
values are moderately fitted in the model (Table 3). were accepted. The association between brand attitude and

Table 2: Discriminant Validity using Fornell-Larcker Criterion Table 3: F-Square

AB AD COG EMO NOS PI AB AD COG EMO NOS PI

AB 0.843 AB 0.264
AD 0.501 0.851 AD 0.248
COG 0.090 0.033 0.945 COG 0.195
EMO 0.348 0.292 0.018 0.850 EMO 0.63
NOS 0.353 0.413 0.096 0.529 0.885 NOS 0.29 0.389
PI 0.457 0.477 0.006 0.358 0.442 0.921 PI
 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162 159

Table 4: Path Models

Original Sample Mean Standard Deviation T-statistics

P-values
Sample (O) (M) (STDEV) (|O/STDEV|)
H1: AB → PI 0.457 0.459 0.043 10.519 0.000
H2: AD → AB 0.437 0.437 0.035 12.425 0.000
H3: COG → AD 0.033 0.037 0.051 0.639 0.262
H4: EMO → AB 0.220 0.220 0.058 3.789 0.000
H5: NOS → COG 0.096 0.100 0.043 2.222 0.013
H6: NOS → EMO 0.529 0.530 0.057 9.326 0.000

Figure 2: Model

purchase intention is positive, according to collinearity of the variables are predictively significant. According to the
analysis. On the other hand, there is a negative association findings, all of the variables are essential and play a role in
between cognition and attitude toward advertising. The customers’ purchasing intentions. Only one of the variables,
p-value of the relationship between Emotions and Cognition cognition, has a statistically insignificant connection with
is more than 0.05, indicating that it is positive. Because the p purchase intention. The research backs up the idea that
and t-statistics show a significant value, the fifth hypothesis historical nostalgia advertising is a good way to market
linking Historical Nostalgia and Cognition is accepted. items and services. Furthermore, respondents indicated that
Furthermore, the last hypothesis demonstrates a positive nostalgic emotion is one of the aspects that might readily
relationship between Historical Nostalgia and Emotions, encourage consumers to purchase a product. The findings
with a significant p and t-statistic. Each variable’s coefficient demonstrated that nostalgic advertising that was able to
of determination, or R-Square, is moderately fitted to the recall the visual picture of the past and make consumers
model. The values of Q-Square, on the other hand, are associate the communicated message with the product or
greater than 0, indicating that the model is valid and that all brand increased their intention to buy.
160 Kashif RIAZ, Syed Karamatullah HUSSAINY, Kamran KHAN / Journal of Asian Finance, Economics and Business Vol 9 No 4 (2022) 0153–0162

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5.3. Future Research Suggestion
Deighton, J., Romer, D., & McQueen, J. (1989). Using Drama to
No study is free from limitations; hence, this study also Persuade. Journal of Consumer Research, 16, 335–343.
has several limitations. One, this study has received a total Desmet, P. (2004). Measuring emotions: Development and
of 182 replies. This may be fine when using PLS to test, application of an instrument to measure emotional responses to
but it needs to be revised in general to ensure a sufficient products. In M. A. Blythe, K. Overbeeke, A. F. Monk, & P. C.
level of responses and generalization of results. As a result, Wright, Funology: From usability to enjoyment (pp. 111–124).
New York: Kluwer Academic Pulisher.
a higher sample size would be regarded error-free from a
sampling standpoint. Second, the scarcity of appropriate Dewobroto, W., Nimran, U., Arifin, Z., & Yulianto, E. (2021).
nostalgic advertisements is a source of concern; the more The effects of customer value and customer trust on customer
adverts there are, the easier it will be for academics to delve retention: An empirical study in Indonesia. Journal of Asian
deeper into the region and investigate more pathways. Third, Finance, Economics, and Business, 8(7), 0255–0264. https://
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relationship between ad attitudes and brand attitudes should Ekasari, R., & Jaya, I. M. (2021). The determinants of consumer
be investigated, particularly in the case of nostalgic ads. purchasing decisions of health food products: An empirical
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actual purchases (actions) a customer might make as a result Greenberg, J., Koole, S. L., & Pyszczynski, T. (2004). Handbook
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