The Nostalgia Effect on Brands Across Gen X and Gen Z

This research examines the relationship between nostalgia and brand awareness, and the impact on brand image, purchase intention and willingness to pay when dealing with nostalgic brands versus non-nostalgic brands. Through an experiment involving two generations of different ages (Gen X and Gen Z), one group was induced into a nostalgic state, while the other was kept in a non-nostalgic state. Four pairs of brands were presented to the participants, with half of them being nostalgic and the other half non-nostalgic. The participants were asked to evaluate the brands in terms of nostalgia and their relationship with five distinct constructs. The results of the study, which were based on a sample of 132 consumers, showed that Gen Z consumers experience nostalgia, increased purchase intention, and willingness to pay for non-nostalgic brands. However, they also decrease brand awareness and brand image for these same non-nostalgic brands. In contrast, when Gen X consumers are exposed to nostalgia, their brand preference and purchase intention increase, although no distinct correlation with willingness to pay is evident. The association discovered in Generation Z¿s willingness to pay induced by nostalgia is approximately 13% for non-nostalgic brands and 25% for nostalgic brands. © 2025 Taylor & Francis Group, LLC.

The Nostalgia Effect on Brands Across Gen X and Gen Z Academic Article in Scopus