The Determinants of Nostalgia Sentiment Sensitivity in Nostalgic Driven Advertising

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In the quest of producing a more effective advertisement, this research gives the correct picture for advertising and marketing strategist in accurately identifying to whom their nostalgic advertising initiative is most relevant to specifically in the Malaysian perspective.

Additional information

Research Author

Mohammad Hafeez


Assoc. Professor Dr. Chong Chin Wei

Research Location

Online, Malaysia

Data Type


Sampling Size




Year Created



e-book, Full Research


Multimedia University (MMU), a tertiary education institution set up through Universiti Telekom Sdn Bhd (UTSB), a wholly owned subsidiary of TM, fulfils the noblest of corporate social responsibilities – taking up the challenge of educating the next generation the nation’s leaders and knowledge workers. As the first private university in Malaysia, MMU developed the pioneer model for the successful establishment of private universities in the nation, paving the way for the growth of the private tertiary education sector. As the university at the heart of the MSC, MMU also serves as a catalyst for the development of the high tech ICT industry of the nation, parallel to the Silicon Valley-Stanford model in the United States.