Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases

El marketing siempre ha tenido como uno de sus principales desafíos idear estrategias que impacten adecuadamente a los clientes potenciales para estimular la demanda de un determinado producto. Existen varios tipos de marketing, siendo el marketing de nostalgia un tipo de marketing emocional que bus...

Full description

Autores:
Tipo de recurso:
Fecha de publicación:
2024
Institución:
Universidad del Rosario
Repositorio:
Repositorio EdocUR - U. Rosario
Idioma:
spa
OAI Identifier:
oai:repository.urosario.edu.co:10336/44192
Acceso en línea:
https://doi.org/10.48713/10336_44192
https://repository.urosario.edu.co/handle/10336/44192
Palabra clave:
Marketing de nostalgia
Conexión emocional
Decisión de compra
Afinidad del cliente
Industria de comida rápida
Generación Z
Comportamiento del consumidor
Estrategias de marketing
Nostalgia marketing
Emotional connection
Purchase decision
Customer affinity
Fast food industry
Generation Z
Consumer behavior
Marketing strategies
Rights
License
Attribution-NonCommercial-NoDerivatives 4.0 International
id EDOCUR2_08a8224f215010b20b24ae182a79dd69
oai_identifier_str oai:repository.urosario.edu.co:10336/44192
network_acronym_str EDOCUR2
network_name_str Repositorio EdocUR - U. Rosario
repository_id_str
dc.title.none.fl_str_mv Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
dc.title.TranslatedTitle.none.fl_str_mv El impacto del marketing emocional: exploración de la influencia del marketing de nostalgia en las compras de comida rápida de la generación Z
title Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
spellingShingle Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
Marketing de nostalgia
Conexión emocional
Decisión de compra
Afinidad del cliente
Industria de comida rápida
Generación Z
Comportamiento del consumidor
Estrategias de marketing
Nostalgia marketing
Emotional connection
Purchase decision
Customer affinity
Fast food industry
Generation Z
Consumer behavior
Marketing strategies
title_short Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
title_full Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
title_fullStr Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
title_full_unstemmed Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
title_sort Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
dc.contributor.advisor.none.fl_str_mv Vichiengior, Tunyaporn
dc.subject.none.fl_str_mv Marketing de nostalgia
Conexión emocional
Decisión de compra
Afinidad del cliente
Industria de comida rápida
Generación Z
Comportamiento del consumidor
Estrategias de marketing
topic Marketing de nostalgia
Conexión emocional
Decisión de compra
Afinidad del cliente
Industria de comida rápida
Generación Z
Comportamiento del consumidor
Estrategias de marketing
Nostalgia marketing
Emotional connection
Purchase decision
Customer affinity
Fast food industry
Generation Z
Consumer behavior
Marketing strategies
dc.subject.keyword.none.fl_str_mv Nostalgia marketing
Emotional connection
Purchase decision
Customer affinity
Fast food industry
Generation Z
Consumer behavior
Marketing strategies
description El marketing siempre ha tenido como uno de sus principales desafíos idear estrategias que impacten adecuadamente a los clientes potenciales para estimular la demanda de un determinado producto. Existen varios tipos de marketing, siendo el marketing de nostalgia un tipo de marketing emocional que busca despertar la nostalgia como emoción en el público objetivo para influir en sus decisiones. La efectividad del marketing de nostalgia puede medirse desde varios ángulos, entre otros: el grado de lealtad, conexiones positivas, la percepción del valor del producto y la decisión de compra que puede generar en los clientes potenciales. Este estudio evaluó cómo el marketing emocional basado en la nostalgia impacta a la generación Z en la industria de la comida rápida para un mercado específico. Considera como variables de estudio: el grado de lealtad, las conexiones positivas, la percepción del valor del producto y la decisión de compra con respecto al tipo de marketing. Se inicia con una presentación del estado del arte de estudios teóricos de varios autores que desarrollan el tema. También se presenta, justifica y ejecuta una metodología para la recolección de datos a través de una encuesta aplicada a los estudiantes de grado final (secundaria) del Colegio Gustavo Morales en la ciudad de Bogotá. Los resultados obtenidos fueron analizados utilizando el software estadístico SPSS y SmartPLS4. De esta manera, se pudo medir la coherencia de los resultados para encontrar que los datos obtenidos demuestran positivamente las hipótesis planteadas al inicio del estudio. El estudio prueba estadísticamente que el marketing emocional basado en la nostalgia impacta a la generación Z de acuerdo con las variables establecidas anteriormente. Adicionalmente, la segmentación del impacto en los clústeres identificados en el estudio permite elegir combinaciones de tipos de marketing para diseñar estrategias más efectivas y lograr el resultado esperado en las campañas de marketing dirigidas a estos clientes de comida rápida.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-11-27T23:18:41Z
dc.date.available.none.fl_str_mv 2024-11-27T23:18:41Z
dc.date.created.none.fl_str_mv 2024-10-24
dc.type.none.fl_str_mv bachelorThesis
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_7a1f
dc.type.document.none.fl_str_mv Trabajo de grado
dc.type.spa.none.fl_str_mv Trabajo de grado
dc.identifier.doi.none.fl_str_mv https://doi.org/10.48713/10336_44192
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/44192
url https://doi.org/10.48713/10336_44192
https://repository.urosario.edu.co/handle/10336/44192
dc.language.iso.none.fl_str_mv spa
language spa
dc.rights.*.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.acceso.none.fl_str_mv Abierto (Texto Completo)
dc.rights.uri.*.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
Abierto (Texto Completo)
http://creativecommons.org/licenses/by-nc-nd/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.extent.none.fl_str_mv 88 pp
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad del Rosario
dc.publisher.department.none.fl_str_mv Escuela de Administración
dc.publisher.program.none.fl_str_mv Pregrado en Marketing y Negocios Digitales
publisher.none.fl_str_mv Universidad del Rosario
institution Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv Brewis, J., & Jack, G. (2005). Pushing speed? The marketing of fast and convenience food. Con sumption Markets & Culture, 8(1), 49-67. From: https://doi.org/10.1080/10253860500069026
Beltrán, L. S., & Blanco, J. E. (2016). Análisis del estudio de las relaciones causales en el marke-ting. Innovar-revista De Ciencias Administrativas Y Sociales, 26(62), 79-94. Retrieved 28 de 8 de 2024. From: http://scielo.org.co/pdf/inno/v26n62/v26n62a07.pdf
Busser, J., & Shulga, L. (2019). Involvement in consumer-generated advertising. International Journal of Contemporary Hospitality Management. From: http://dx.doi.org/10.1108/IJCHM-10-2017-0685.
Chen, Q., Huang, R., & Zhang, A. (2020). A bite of nostalgia: The influence of nostalgia in con-sumers’ loyalty intentions at traditional restaurants. Journal of Hospitality and Tourism Management. From: https://doi.org/10.1016/j.jhtm.2020.10.016.
Crespo-Pereira, V., Membiela-Pollán, M., & Sánchez-Amboage, E. (2021). Nostalgia, RetroMarketing, and Neuromarketing: an Exploratory Review. Journal of Creative Industries and Cultural Studies. From: 10.56140/JOCIS-v7-5
Díaz, J. T., Veiguela, Y. R., & Marrero, M. M. (2011). El análisis cluster y el marketing: un re lación trascendental / Cluster analysis and marketing: a transcendental relationship. Retrieved 27 de 8 de 2024. From : https://www.researchgate.net/publication/283070714_EL_ANALISIS_CLUSTER_EN_INVESTIGACION_DE_MARKETING_METODOLOGIA_Y_CRITICA.
Etuk, A., Anyadighibe, J., Amadi, C., & James, E. (2022). Service quality delivery and consumers’ choice of fast-food outlets. International research journal of management, IT and social sciences. 9(2), 264-273. From https://doi.org/10.21744/irjmis.v9n2.2038
Espinoza‐Ortega, A. (2021). Nostalgia in food consumption: Exploratory study among generations in Mexico. International Journal Of Gastronomy And Food Science, 25, 100399. From: https://doi.org/10.1016/j.ijgfs.2021.100399
Gilal, N., Zhang, J., Gilal, F., & Gilal, R. (2020). Bygone days and memories: the effects of nos talgic ads on consumer brand resurrection movements. Journal of Brand Management, 160-180. From: https://doi.org/10.1057/s41262-019-00170-w.
Gu, Q., Li, M., & Kim, S. (2021). The role of nostalgia-evoking stimuli at nostalgia themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention. International Journal of Hospitality Management. From: https://doi.org/10.1016/j.ijhm.2021.102955
Hajlaoui, L., & Gharbi, A. (2020). Nostalgia: An Attractive Theme for Marketing Researchers. International Journal of Marketing Studies. From: 10.5539/ijms.v12n1p30
Hanaysha, J., Sharma, A., & Momani, A. (2021). AN EXPLORATION OF SOCIAL MEDIA MARKETING FEATURES AND BRAND LOYALTY IN THE FAST FOOD INDUSTRY. JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION. From 10.31620/JCCC.12.21/08.
Katemi, V., Arasa, R., & Nganu, M. (2023). Cross Promotions and Brand Loyalty: International Fast-food Brands in Nairobi, Kenya. International Journal of Business and Management Review. From: https://doi.org/10.37745/ijbmr.2013/vol11n3110.
Kazlauskė, D., & Gineikienė, J. (2017). Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior. Baltic Journal Of Management, 12(3), 292-306. From: https://doi.org/10.1108/bjm-08-2016-0185
Kessous, A., & Roux, É. (2010). Brands Considered as “Nostalgic”: Consequences on Attitudes and Consumer-brand Relationships. Recherche Et Applications En Marketing (English Edition), 25(3), 29-55. From : https://doi.org/10.1177/205157071002500302
Khan, K., & Hussainy, S. K. (2019). Nostalgic Advertising and Purchase Behavior. En Lecture notes on multidisciplinary industrial engineering (pp. 29-40). From: https://doi.org/10.1007/978-3-319-93351-1_3
Loveland, K., Smeesters, D., & Mandel, N. (2010). Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products. Journal Of Consumer Research, 37(3), 393-408. From: https://doi.org/10.1086/653043
Noriega, K. Guerrero, V. Martínez, L. (2023). Frecuencia del Consumo de Comida Chatarra en Estudiantes de Grado Once en una Institución de Educación Básica y Media en la Ciudad de Floridablanca, Santander. Universidad de Santander. From: https://repositorio.udes.edu.co/handle/001/8713
Magbanua, C. R., Olfato, T. M. G., Redota, A. C. M. N., & Etrata Jr, A. E. (2021). Effectiveness of brand awareness through social media in generation Z and millennial fast-food consumer acquisition. Management Review: An International Journal, 16(2), 39-68.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertis ing effectiveness: A qualitative exploration. Journal Of Global Scholars Of Marketing Science, 31(1), 10-29. From: https://doi.org/10.1080/21639159.2020.1808812
Otto, N., Johnston, J., & Baumann, S. (2022). Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food. Cultural Sociology, 16(2), 190-211. From: https://doi.org/10.1177/17499755211039932
Özhan, Ş., & Akkaya, D. T. (2020). The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research, 49(2), 380-396. From: https://doi.org/10.26650/ibr.2020.49.0050
Rajavi, K., Lehmann, D., Keller, K., & Golmohammadi, A. (2022). How Advertising Expendi tures Affect Consumers’ Perceptions of Quality. Journal of Advertising Research, 321335. From https://doi.org/10.2501/JAR-2022-026.
Rana, S., Raut, S.K., Prashar, S. and Quttainah, M.A. (2022), "The transversal of nostalgia from psychology to marketing: what does it portend for future research?", International Journal of Organizational Analysis, Vol. 30 No. 4, pp. 899-932. From: https://doi.org/10.1108/IJOA-03-2020-2097
Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A Meta-Analysis of When and How Advertising Creativity Works. Journal of Marketing, 39-56. From: https://doi.org/10.1177/0022242920929288.
Stash Magazine. (2015, 27 marzo). McDonalds «Arch Enemies» [Vídeo]. YouTube. From: https://www.youtube.com/watch?v=KPTxJZyKymA
Tillotson, J. E. (2008). Fast Food-Through the Ages Part 1. Nutrition Today, 43(2), 70-74. From: https://doi.org/10.1097/01.nt.0000303315.59534.d7
Vignolles, A., & Pichon, P. (2014). A taste of nostalgia. Qualitative Market Research: An International Journal, 17(3), 225-238. From: https://doi.org/10.1108/qmr-06-2012-0027
Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), 7767-7779.
Zhao, J., Butt, R., Murad, M., Mirza, F., & Al-Faryan, M. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology. From https://doi.org/10.3389/fpsyg.2021.803348.
Seemiller, C., & Grace, M. (2018). Generation Z: A Century in the Making (1st ed.) [Figure]. Routledge. From: https://doi.org/10.4324/9780429442476
dc.source.instname.none.fl_str_mv instname:Universidad del Rosario
dc.source.reponame.none.fl_str_mv reponame:Repositorio Institucional EdocUR
bitstream.url.fl_str_mv https://repository.urosario.edu.co/bitstreams/ef1fe341-5e05-48b1-88d3-6ef46c21e09d/download
https://repository.urosario.edu.co/bitstreams/eadae175-9642-4646-9052-10d762a0d500/download
https://repository.urosario.edu.co/bitstreams/458a53e4-7a81-4840-9ad5-1e842f4d2598/download
https://repository.urosario.edu.co/bitstreams/b78c4b64-565e-4102-aa81-0a79e1692e21/download
https://repository.urosario.edu.co/bitstreams/fa23021e-8407-47db-baeb-84b9b2ad2757/download
https://repository.urosario.edu.co/bitstreams/f1e3564c-619a-4920-9434-4471a76bf0dc/download
https://repository.urosario.edu.co/bitstreams/cfea4fc1-3f9c-447e-8e20-51c4c3f68594/download
https://repository.urosario.edu.co/bitstreams/c725d75e-e823-4443-94ef-ab9d61628525/download
bitstream.checksum.fl_str_mv b2825df9f458e9d5d96ee8b7cd74fde6
3b6ce8e9e36c89875e8cf39962fe8920
57e8a4300aa0bfff428c72461ad7c14e
8d555263475a1a8e66bde6bea4ac60aa
06e06bbe1dfcf407c87b193864d0fd7b
12455153a1ec9f53cbd41986febbb264
da770019c48c7c8fbcfaff9d8ba1698c
c90774f26b4f5cc065af903b41178f3c
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
MD5
MD5
MD5
MD5
MD5
repository.name.fl_str_mv Repositorio institucional EdocUR
repository.mail.fl_str_mv edocur@urosario.edu.co
_version_ 1828160492866109440
spelling Vichiengior, Tunyaporn377fee73-2a11-402b-aa9c-0fe11e0893e2Cortés Niño, Maria AngélicaProfesional en Marketing y Negocios DigitalesFull time49725d72-5269-4630-9930-fbd29eaaad82-12024-11-27T23:18:41Z2024-11-27T23:18:41Z2024-10-24El marketing siempre ha tenido como uno de sus principales desafíos idear estrategias que impacten adecuadamente a los clientes potenciales para estimular la demanda de un determinado producto. Existen varios tipos de marketing, siendo el marketing de nostalgia un tipo de marketing emocional que busca despertar la nostalgia como emoción en el público objetivo para influir en sus decisiones. La efectividad del marketing de nostalgia puede medirse desde varios ángulos, entre otros: el grado de lealtad, conexiones positivas, la percepción del valor del producto y la decisión de compra que puede generar en los clientes potenciales. Este estudio evaluó cómo el marketing emocional basado en la nostalgia impacta a la generación Z en la industria de la comida rápida para un mercado específico. Considera como variables de estudio: el grado de lealtad, las conexiones positivas, la percepción del valor del producto y la decisión de compra con respecto al tipo de marketing. Se inicia con una presentación del estado del arte de estudios teóricos de varios autores que desarrollan el tema. También se presenta, justifica y ejecuta una metodología para la recolección de datos a través de una encuesta aplicada a los estudiantes de grado final (secundaria) del Colegio Gustavo Morales en la ciudad de Bogotá. Los resultados obtenidos fueron analizados utilizando el software estadístico SPSS y SmartPLS4. De esta manera, se pudo medir la coherencia de los resultados para encontrar que los datos obtenidos demuestran positivamente las hipótesis planteadas al inicio del estudio. El estudio prueba estadísticamente que el marketing emocional basado en la nostalgia impacta a la generación Z de acuerdo con las variables establecidas anteriormente. Adicionalmente, la segmentación del impacto en los clústeres identificados en el estudio permite elegir combinaciones de tipos de marketing para diseñar estrategias más efectivas y lograr el resultado esperado en las campañas de marketing dirigidas a estos clientes de comida rápida.Marketing has always had as one of its main challenges devising strategies to appropriately impact potential customers to stimulate demand for a certain product. There are several types of marketing that exist, with nostalgia marketing being a type of emotional marketing that aims to awaken nostalgia as an emotion in the target audience to influence their decisions. The effectiveness of nostalgia marketing can be measured from several angles, among others: The degree of loyalty, positive connections, the perception of the value of the product and the purchasing decision that it can generate in potential customers. This study evaluated how emotional marketing based on nostalgia impacts generation z in the fast-food industry for a given market. It considers as study variables: The degree of loyalty, positive connections, the perception of the value of the product and the purchase decision with respect to the type of marketing. It initiates with a presentation of the state of the art of theoretical studies by several authors who develop the topic. A methodology for data collection through a survey that is applied to final grades (Secondary) students at the Gustavo Morales School in the city of Bogotá is also presented, justified and executed. The results obtained were analyzed using the statistical software SPSS and SmarPLS4. In this way, it was possible to measure the coherence of the results to find that the data obtained positively prove the hypotheses raised at the beginning of the study. The study proves statistically that emotional marketing based on nostalgia impacts generation z according to the variables established above. Additionally, the segmentation of the impact on the clusters identified in the study allows choosing combinations of marketing types to design more effective strategies to achieve the expected result in the marketing campaigns directed at these fast-food customers.88 ppapplication/pdfhttps://doi.org/10.48713/10336_44192https://repository.urosario.edu.co/handle/10336/44192spaUniversidad del RosarioEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAttribution-NonCommercial-NoDerivatives 4.0 InternationalAbierto (Texto Completo)http://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Brewis, J., & Jack, G. (2005). Pushing speed? The marketing of fast and convenience food. Con sumption Markets & Culture, 8(1), 49-67. From: https://doi.org/10.1080/10253860500069026Beltrán, L. S., & Blanco, J. E. (2016). Análisis del estudio de las relaciones causales en el marke-ting. Innovar-revista De Ciencias Administrativas Y Sociales, 26(62), 79-94. Retrieved 28 de 8 de 2024. From: http://scielo.org.co/pdf/inno/v26n62/v26n62a07.pdfBusser, J., & Shulga, L. (2019). Involvement in consumer-generated advertising. International Journal of Contemporary Hospitality Management. From: http://dx.doi.org/10.1108/IJCHM-10-2017-0685.Chen, Q., Huang, R., & Zhang, A. (2020). A bite of nostalgia: The influence of nostalgia in con-sumers’ loyalty intentions at traditional restaurants. Journal of Hospitality and Tourism Management. From: https://doi.org/10.1016/j.jhtm.2020.10.016.Crespo-Pereira, V., Membiela-Pollán, M., & Sánchez-Amboage, E. (2021). Nostalgia, RetroMarketing, and Neuromarketing: an Exploratory Review. Journal of Creative Industries and Cultural Studies. From: 10.56140/JOCIS-v7-5Díaz, J. T., Veiguela, Y. R., & Marrero, M. M. (2011). El análisis cluster y el marketing: un re lación trascendental / Cluster analysis and marketing: a transcendental relationship. Retrieved 27 de 8 de 2024. From : https://www.researchgate.net/publication/283070714_EL_ANALISIS_CLUSTER_EN_INVESTIGACION_DE_MARKETING_METODOLOGIA_Y_CRITICA.Etuk, A., Anyadighibe, J., Amadi, C., & James, E. (2022). Service quality delivery and consumers’ choice of fast-food outlets. International research journal of management, IT and social sciences. 9(2), 264-273. From https://doi.org/10.21744/irjmis.v9n2.2038Espinoza‐Ortega, A. (2021). Nostalgia in food consumption: Exploratory study among generations in Mexico. International Journal Of Gastronomy And Food Science, 25, 100399. From: https://doi.org/10.1016/j.ijgfs.2021.100399Gilal, N., Zhang, J., Gilal, F., & Gilal, R. (2020). Bygone days and memories: the effects of nos talgic ads on consumer brand resurrection movements. Journal of Brand Management, 160-180. From: https://doi.org/10.1057/s41262-019-00170-w.Gu, Q., Li, M., & Kim, S. (2021). The role of nostalgia-evoking stimuli at nostalgia themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention. International Journal of Hospitality Management. From: https://doi.org/10.1016/j.ijhm.2021.102955Hajlaoui, L., & Gharbi, A. (2020). Nostalgia: An Attractive Theme for Marketing Researchers. International Journal of Marketing Studies. From: 10.5539/ijms.v12n1p30Hanaysha, J., Sharma, A., & Momani, A. (2021). AN EXPLORATION OF SOCIAL MEDIA MARKETING FEATURES AND BRAND LOYALTY IN THE FAST FOOD INDUSTRY. JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION. From 10.31620/JCCC.12.21/08.Katemi, V., Arasa, R., & Nganu, M. (2023). Cross Promotions and Brand Loyalty: International Fast-food Brands in Nairobi, Kenya. International Journal of Business and Management Review. From: https://doi.org/10.37745/ijbmr.2013/vol11n3110.Kazlauskė, D., & Gineikienė, J. (2017). Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior. Baltic Journal Of Management, 12(3), 292-306. From: https://doi.org/10.1108/bjm-08-2016-0185Kessous, A., & Roux, É. (2010). Brands Considered as “Nostalgic”: Consequences on Attitudes and Consumer-brand Relationships. Recherche Et Applications En Marketing (English Edition), 25(3), 29-55. From : https://doi.org/10.1177/205157071002500302Khan, K., & Hussainy, S. K. (2019). Nostalgic Advertising and Purchase Behavior. En Lecture notes on multidisciplinary industrial engineering (pp. 29-40). From: https://doi.org/10.1007/978-3-319-93351-1_3Loveland, K., Smeesters, D., & Mandel, N. (2010). Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products. Journal Of Consumer Research, 37(3), 393-408. From: https://doi.org/10.1086/653043Noriega, K. Guerrero, V. Martínez, L. (2023). Frecuencia del Consumo de Comida Chatarra en Estudiantes de Grado Once en una Institución de Educación Básica y Media en la Ciudad de Floridablanca, Santander. Universidad de Santander. From: https://repositorio.udes.edu.co/handle/001/8713Magbanua, C. R., Olfato, T. M. G., Redota, A. C. M. N., & Etrata Jr, A. E. (2021). Effectiveness of brand awareness through social media in generation Z and millennial fast-food consumer acquisition. Management Review: An International Journal, 16(2), 39-68.Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertis ing effectiveness: A qualitative exploration. Journal Of Global Scholars Of Marketing Science, 31(1), 10-29. From: https://doi.org/10.1080/21639159.2020.1808812Otto, N., Johnston, J., & Baumann, S. (2022). Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food. Cultural Sociology, 16(2), 190-211. From: https://doi.org/10.1177/17499755211039932Özhan, Ş., & Akkaya, D. T. (2020). The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research, 49(2), 380-396. From: https://doi.org/10.26650/ibr.2020.49.0050Rajavi, K., Lehmann, D., Keller, K., & Golmohammadi, A. (2022). How Advertising Expendi tures Affect Consumers’ Perceptions of Quality. Journal of Advertising Research, 321335. From https://doi.org/10.2501/JAR-2022-026.Rana, S., Raut, S.K., Prashar, S. and Quttainah, M.A. (2022), "The transversal of nostalgia from psychology to marketing: what does it portend for future research?", International Journal of Organizational Analysis, Vol. 30 No. 4, pp. 899-932. From: https://doi.org/10.1108/IJOA-03-2020-2097Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A Meta-Analysis of When and How Advertising Creativity Works. Journal of Marketing, 39-56. From: https://doi.org/10.1177/0022242920929288.Stash Magazine. (2015, 27 marzo). McDonalds «Arch Enemies» [Vídeo]. YouTube. From: https://www.youtube.com/watch?v=KPTxJZyKymATillotson, J. E. (2008). Fast Food-Through the Ages Part 1. Nutrition Today, 43(2), 70-74. From: https://doi.org/10.1097/01.nt.0000303315.59534.d7Vignolles, A., & Pichon, P. (2014). A taste of nostalgia. Qualitative Market Research: An International Journal, 17(3), 225-238. From: https://doi.org/10.1108/qmr-06-2012-0027Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), 7767-7779.Zhao, J., Butt, R., Murad, M., Mirza, F., & Al-Faryan, M. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology. From https://doi.org/10.3389/fpsyg.2021.803348.Seemiller, C., & Grace, M. (2018). Generation Z: A Century in the Making (1st ed.) [Figure]. Routledge. From: https://doi.org/10.4324/9780429442476instname:Universidad del Rosarioreponame:Repositorio Institucional EdocURMarketing de nostalgiaConexión emocionalDecisión de compraAfinidad del clienteIndustria de comida rápidaGeneración ZComportamiento del consumidorEstrategias de marketingNostalgia marketingEmotional connectionPurchase decisionCustomer affinityFast food industryGeneration ZConsumer behaviorMarketing strategiesImpact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchasesEl impacto del marketing emocional: exploración de la influencia del marketing de nostalgia en las compras de comida rápida de la generación ZbachelorThesisTrabajo de gradoTrabajo de gradohttp://purl.org/coar/resource_type/c_7a1fEscuela de AdministraciónBogotáLICENSElicense.txtlicense.txttext/plain1483https://repository.urosario.edu.co/bitstreams/ef1fe341-5e05-48b1-88d3-6ef46c21e09d/downloadb2825df9f458e9d5d96ee8b7cd74fde6MD52CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8899https://repository.urosario.edu.co/bitstreams/eadae175-9642-4646-9052-10d762a0d500/download3b6ce8e9e36c89875e8cf39962fe8920MD53ORIGINALCortesNiño-MariaAngelica-2024.pdfCortesNiño-MariaAngelica-2024.pdfapplication/pdf983111https://repository.urosario.edu.co/bitstreams/458a53e4-7a81-4840-9ad5-1e842f4d2598/download57e8a4300aa0bfff428c72461ad7c14eMD54CortesNiño-MariaAngelica-1-2024.pdfCortesNiño-MariaAngelica-1-2024.pdfapplication/pdf1760504https://repository.urosario.edu.co/bitstreams/b78c4b64-565e-4102-aa81-0a79e1692e21/download8d555263475a1a8e66bde6bea4ac60aaMD55TEXTCortesNiño-MariaAngelica-2024.pdf.txtCortesNiño-MariaAngelica-2024.pdf.txtExtracted texttext/plain100248https://repository.urosario.edu.co/bitstreams/fa23021e-8407-47db-baeb-84b9b2ad2757/download06e06bbe1dfcf407c87b193864d0fd7bMD56CortesNiño-MariaAngelica-1-2024.pdf.txtCortesNiño-MariaAngelica-1-2024.pdf.txtExtracted texttext/plain273https://repository.urosario.edu.co/bitstreams/f1e3564c-619a-4920-9434-4471a76bf0dc/download12455153a1ec9f53cbd41986febbb264MD58THUMBNAILCortesNiño-MariaAngelica-2024.pdf.jpgCortesNiño-MariaAngelica-2024.pdf.jpgGenerated Thumbnailimage/jpeg2333https://repository.urosario.edu.co/bitstreams/cfea4fc1-3f9c-447e-8e20-51c4c3f68594/downloadda770019c48c7c8fbcfaff9d8ba1698cMD57CortesNiño-MariaAngelica-1-2024.pdf.jpgCortesNiño-MariaAngelica-1-2024.pdf.jpgGenerated Thumbnailimage/jpeg3530https://repository.urosario.edu.co/bitstreams/c725d75e-e823-4443-94ef-ab9d61628525/downloadc90774f26b4f5cc065af903b41178f3cMD5910336/44192oai:repository.urosario.edu.co:10336/441922024-11-28 03:00:36.753http://creativecommons.org/licenses/by-nc-nd/4.0/Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttps://repository.urosario.edu.coRepositorio institucional EdocURedocur@urosario.edu.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

Publicaciones similares