The Purchase Intention of Nostalgic Brands by Polish Customers

The implementation of the phenomenon of nostalgia in brand management can create the emotions associated with sensations and experiences important for buyers. Nostalgic brand is a brand which is associated with close or far, own or historical past. The aim of this article is to compare the level of purchase intention in case of nostalgic and non-nostalgic brands operating in the food sector of the Polish market. The results of own empirical research conducted in 2017 on a group of 1000 Polish consumers are presented. The research results confirm higher level of purchase intention in case of studied transgenerational nostalgic brands. The research results vary depending on the demographic characteristics of the respondents.