The Use of the Nostalgy Theme in Marketing – A Bibliometric Analysis

Abstract

Goal – The aim of the article is to present the results of a bibliometric analysis of academic research on the use of the nostalgia theme in marketing. Research methodology – The authors conducted a bibliometric analysis based on publications identified in the Scopus database. They used built-in analysis tools available in the Scopus database and VOSviewer software. Score/results – The bibliometric analysis was conducted to examine interest in the use of the nostalgia theme in marketing. Its results showed that in the analysed years (1992–2024) 67 publications on this topic appeared in the Scopus database. The vast majority of them were published in English. An element of this analysis was to examine articles for the co-occurrence of keywords. This allowed the authors to identify 5 clusters that correspond to different areas of interest of researchers – Nostalgia, Nostalgia in consumer perception, Nostalgia marketing, Nostalgic brand and Nostalgic brand positioning and the consumer. Originality/value – The originality of the authors’ work lies in taking up a topic that has not been frequently discussed in the marketing literature yet.