Evoked Nostalgia and Behavioural outcomes of South African Generation X and Y consumers: A case of Disney and Disney+

Nostalgic marketing appeals can significantly influence consumer behaviour, but research on this phenomenon in South Africa is limited. Investigations of sensory and affective brand experience as direct antecedents of the relationships between evoked nostalgia and behavioural outcomes are scanty, justifying the research objectives. This study aimed to investigate the relationships between evoked nostalgia, brand loyalty, purchase intention and active consumer engagement respectively and compared the relationships between Generation X and Y consumer groups in South Africa. A theoretical model of empirical relationships was tested amongst South African Generation X and Y consumers using Partial Least Squares Structural Equation Modelling and multi-group analysis. The final study sample consisted of 101 Generation X and 163 Generation Y consumers. Data were collected using a self-administered online questionnaire. Sensory and affective experience significantly influenced evoked nostalgic responses whereas nostalgia directly influenced only loyalty amongst Generation Y respondents.