Resumen de Nostalgia Marketing as an Effective Mechanism for Maximizing Brand Value: A field research for LC Waikiki Fashion Stores Group in Iraq

Ahmed Dheyauldeen Salahaldin, Moamen Ahmed Hussein

• Purpose: This research aims to verify the extent of the impact of nostalgia marketing as an effective and modern strategy on the brand value.

  Theoretical framework: the research is to shed light on an important and fundamental aspect of marketing, which is fashion marketing, and how stores that are interested in fashion can follow modern and basic strategies in maximizing the value of their brand.

  Design/methodology/approach: The researcher targeted a sample of (760) customers who frequent the different branches of LC Waikiki, and used the questionnaire as a means to collect information from customers, and the researcher used (SPSS) program to analyze the data Findings: The most important thing that has been reached is that nostalgia marketing is an effective and basic strategy for LC Waikiki store branches in Iraq that it uses to maximize the value of its brand and targets people who have specific affection and memories for clothing brands.

  Research,  Practical  &  Social  implications: The research examines an important basic angle, which is fashion marketing, and because of its effects on the social reality in Iraq, and due to the large number of fashion trades, it has become necessary to find different strategies to implement them in order to reach success.

  Originality/value: Examination of a quantitative theoretical framework and data analysis based on advanced statistical methods, and arriving at a set of results for one of the most modern concepts, which is nostalgic marketing.