The Impact of Nostalgia Marketing on Consumers’ Impulsive Buying Behavior: A Field Study of a Sample of Retail Stores

Abstract

This study aimed to examine the extent to which nostalgic marketing strategies influence the impulsive buying behavior of retail store consumers in the city of Batna. Data were collected through a questionnaire distributed to a sample of 199 retail consumers.
     The study’s findings revealed that nostalgic marketing, through its four main strategies, affects consumers’ impulsive buying behavior, with variations in the degree of influence among the strategies. This indicates a selective impact of nostalgic marketing strategies on impulsive purchasing behavior within the studied retail environment.