The Effective Ways of Emotional Marketing: An Analysis of Communication Strategies Taking the Resurgence of Childhood Snack Brands as an Example

DOI

10.2991/978-2-38476-609-3_40How to use a DOI?

Keywords

Emotional Marketing Childhood Snacks; Brand Revival; Generational Differences; Communication Strategy

Abstract

In recent years, childhood snack brands have successfully regained popularity through emotional marketing. This study focuses on this phenomenon and aims to explore the differential effectiveness mechanisms and communication strategies of emotional marketing among the 90s and 00s generations. Using a questionnaire survey method, four dimensions including brand nostalgia cognition, communication channels, purchase motivation, and product evaluation were covered. A total of 129 valid questionnaires were collected. The study found that both generations generally have a high acceptance of the revitalized brands. 91% can clearly recall at least two childhood brands. Short videos are the main source of information for both groups. However, there are significant generational differences: 00s generation is more dependent on short videos and prefers joint products and limited editions, presenting a “social experience nostalgia”; 90s generation, on the other hand, values the original flavor restoration and brand reputation, demonstrating a “memory confirmation nostalgia”. Although 00s generation’s evaluation of the consistency between the product and childhood is lower (only 16.9% think it is “significantly better”, lower than 26.5% of 90s generation), their repurchase intention and social sharing intention remain positive. Through intergenerational comparison data, this study empirically reveals that emotional marketing is not universally applicable and provides a differentiated strategy framework for the revival of old brands.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yaxin Liu
PY  - 2026
DA  - 2026/09/04
TI  - The Effective Ways of Emotional Marketing: An Analysis of Communication Strategies Taking the Resurgence of Childhood Snack Brands as an Example
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 362
EP  - 369
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_40
DO  - 10.2991/978-2-38476-609-3_40
ID  - Liu2026
ER  -