Investigating the Relationship between Nostalgic Advertisement, Brand Heritage, and Automobile Purchase Intention (Applying on Mercedes – Benz Egypt)

Ahemd Nabih El-Sayed Nassef, Hend; Sayed Abd El-Aziz, Gamal

doi:10.21608/ajccr.2022.223047

Investigating the Relationship between Nostalgic Advertisement, Brand Heritage, and Automobile Purchase Intention (Applying on Mercedes – Benz Egypt)

Document Type : Original Article

Authors

Faculty of Commerce, Cairo University, Giza, Egypt

10.21608/ajccr.2022.223047

Abstract

The study aimed to examine the relationship between nostalgic adverts, brand heritage, and consumer purchase intention. The research applied to the automobile industry in Egypt. Mercedes – Benz Egypt was used as the brand investigated due to their use of nostalgic adverts in their social media marketing strategy. A mixed-method research approach of exploratory and descriptive research. The exploratory study used semi-structured interviews with 20 Egyptian Mercedes owners. To generalize results a questionnaire was used to collect data from 200 Mercedes customers. The research proves the success of retro marketing strategies as they can generate higher Return on Investment (ROI)if applied on social media. Brand heritage and nostalgic adverts combo influence consumer behaviour and the purchase intention of automobiles positively.

Keywords