Nostalgic Resonance: Exploring the Impact of Rebranding on Consumer Behavior

Abstract

This research aims to delve into consumer behavior, irrespective of demographic factors, and explore the impact of nostalgia on both established and upcoming brands. The study seeks to understand how consumers respond to brands already on the market and those making a comeback. Additionally, it aims to analyze consumer buying behavior and willingness to purchase products post-relaunch. A comparative study between different age groups and their brand awareness will be conducted to assess its influence on buying behavior for relaunched brands. Identifying a research gap, previous studies have provided insights into nostalgia marketing, but there is a lack of specific data representing nostalgia's role in overall consumer behavior, particularly for certain products. Furthermore, despite numerous brands undergoing relaunches globally and in India, the factors determining the success or failure of these relaunched brands remain unclear. This research aims to fill these gaps, contributing valuable insights into the nuanced relationship between nostalgia, brand relaunches, and consumer behavior. © 2024 IEEE.