Objective: The present study seeks to investigate the effect of nostalgic advertising on consumers' purchase intention for Delpazir products, considering the mediating role of variables such as emotion, self-congruence, perception, and brand attitude. This study attempts to provide a better understanding of the effectiveness of nostalgic marketing and important mediating factors in consumer responses.
Method: This research was conducted with a positivist philosophical approach and using a quantitative method. The research strategy was a survey and a standard questionnaire was used to collect data. The statistical population included consumers of Delpazir brand in Tehran and sampling was done using a non-probability method with a sample size of 265 people. Structural equation modeling and Smart PLS software were used to analyze the data.
Findings: Nostalgic advertising can have a positive and significant effect on consumers' emotions, perception, self-congruence, and attitude towards the Delpazir brand. Mediating variables (emotions, perception, self-congruence, and brand attitude) in turn influence consumers' purchase intention. Using nostalgic advertising can be an effective strategy to create a stronger emotional connection with consumers and increase their purchase intention.
Conclusion: The results of the present study indicate that the results show that nostalgic advertising can have a positive and significant effect on the emotions, perception, self-congruence, and brand attitude of consumers of a pleasant brand. Also, these mediating variables in turn influence consumers' purchase intention. These findings can help marketers design more effective advertising strategies and create a stronger emotional connection with consumers.