الفهرس 
عنوان الرسالهOnly 14 pages are availabe for public view
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Abstract
Nostalgia has become a worldwide phenomenon that is growing in size and importance. While it is a diverse and multidisciplinary concept, this study focuses on a marketing or communication-based approach, where nostalgia is applied to packaging and studied in the light of consumer behavior. from a marketing perspective, nostalgia serves as a mean to influence several consumer behavior variables including emotions, attitudes and behaviors. Additionally, packaging is an important factor in is product’s marketing strategy. However, nostalgia was rarely studied in the concept of product packaging.To address this gap, the purpose of this study is to examine the relationship between consumers’ perception of nostalgia packaging and their buying behavior, specifically, brand selection. Based on a comprehensive review of the constructs under study, this paper outlines a theoretical model in which attitudes mediates the relationship between perception of nostalgia packaging and brand selection.The researcher relied on survey questionnaires to test the research hypotheses and results were analyzed using the Structural Equational Modelling (SEM). Results revealed that the relationship between perception of nostalgia packaging and brand selection is indirect and conditioned by the mediating role of attitude towards the package. Results also revealed that age, gender and user status don’t moderate the relationship between consumers’ perception of nostalgia packaging and brand selection. This study makes four contributions to knowledge