Promoting through Consumer Nostalgia: A Conceptual Framework and Future Research Agenda

This research article tracks the evolution of the concept of nostalgia as a concept in marketing and more generally. The present study specifically highlights the development of a theoretical framework that can serve to integrate existing conceptual models and to offer implications for understanding nostalgia as a phenomenon among consumers as a tool for marketing practice. The study aims to bring together existing research and to serve as a springboard for future research and applications.