Marketing

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Browsing Marketing by Author "ABBAS, Wissam Rayane"

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    The Influence of nostalia on the intention of purchasing a new product Cas Study : BIMO Algeria
    (Ecole des Hautes Etudes commerciales, 2025-06) HADJ KASSEM, Yasmine; ABBAS, Wissam Rayane; BABAAHMED, Hicham (Directeur de thése)
    In today’s fast-changing market, brands seek emotional connections rather than relying only on rational appeal. With growing innovation and consumer confusion, nostalgia offers comfort by linking new products to positive past memories. Nostalgia-based marketing reduces perceived risk and builds trust through familiar cues like visuals, packaging, and storytelling. This emotional link can increase purchase intentions, even for new products. This study examines how nostalgic elements influence the purchase intention of a new product by Bimo Algeria, known for its traditional galettes, aiming to show how nostalgia supports innovation while maintaining emotional continuity.