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The Effects of Advertising-Evoked Vicarious Nostalgia on Brand Heritage

Student: Nikitina Anna

Supervisor: Nelli Bachurina

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The paper studies the concepts of advertising-evoked vicarious nostalgia and brand heritage, and also explains how they relate to each other. The main goal of the paper is to determine the impact of vicarious nostalgia on brand heritage. An online survey was conducted to confirm or refute hypotheses. Respondents were asked to view two video ads containing vicarious nostalgia triggers and answer several questions to measure the level of nostalgia, brand eritage and purchase intention. It is expected that this study will help brands effectively use not only personal, but also vicarious nostalgia. And also reach a younger audience through nostalgic marketing.

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