Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5110573 | Asia Pacific Management Review | 2017 | 10 Pages |
Abstract
India's population of 1.2 billion suggests a large consumption potential; therefore, understanding Indian consumer behavior is very important for local, national, and international companies and marketers. Innumerable Indian TV ads use old Bollywood songs; however, little research has explored the effects of such songs on Indian consumers. This research explores the nostalgia-inducing ability of old songs used in Indian TV ads, compares the advertising effects of different nostalgic types, and examines the possible moderation of singer gender, gender match-up between singer and audience, and product involvement. The empirical results indicate the following: (1) old songs can evoke different nostalgic feelings; (2) historical nostalgia songs generate better ad effects on young Indian consumers, especially songs sung by female singers, are gender mismatched, and used to promote high involvement products; and (3) personal nostalgia songs lead to better ad effects only for low involvement products.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business, Management and Accounting (General)
Authors
Hsuan-Yi Chou, Divya Singhal,