This research aims to examine the different types of consumers' dispositions towards nostalgic advertising. Furthermore, it is proposed that brand heritage moderates the relationship between nostalgia intensity towards the ad and purchase intention.

This research aims to examine the different types of consumers’ self-concept profiles towards nostalgic advertising. Furthermore, two moderators are proposed to enhance two different types of relationships. First, brand heritage moderates the relationship between nostalgia proneness and nostalgia intensity towards the ad (NIAD). Second, brand experiences moderate the relationship between NIAD and purchase intention. The effectiveness of nostalgic advertising is also assessed in times of economic slump and political tension.