Designing A Meta-Synthesis Model of Drivers of Nostalgic Marketing Strategy

In today’s competitive situation, marketing managers are looking for ways to obtain competitive advantages and to increase market share. Stimulating people’s sweet feelings towards good old days, nostalgic marketing strategy could serve as a way of obtaining such competitive advantages. This study aimed to identify the influential factors of nostalgic marketing and provide a model for it. To this end, of the studies conducted from 2000 to 2019, 107 relevant papers were found, 35 of which were selected for analysis and 31 variables were identified. To assure quality control, the variables were screened using Fuzzy Delphi technique and the opinions of 20 experts. Finally, 18 variables were selected as the most important variables and were presented as a conceptual model within four categories- namely: store features, personal characteristics, psychological traits and product features. Then, the variables were prioritized using experts’ opinions and Fuzzy Analytic Network process. Psychological traits (weight=0.331) and stimulated nostalgia (weight=0.0698) were concluded to be the first priority amongst variables and sub-variables, respectively. The provided model could serve as a foundation for developing nostalgic marketing strategy.