Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

Purpose: The study aims to find, identify, illustrate, and explain the relationship between the variables of the study which are the nostalgic adverts, brand heritage and the consumer purchase behaviour. Methodology: The study is a weave of exploratory and descriptive research.The exploratory study that used semi-structured interview with 35 Egyptian Mercedes owners, the exploratory study with previous literature suggested a positive relationship between the main variables.To generalize results a questionnaire was used to test the hypotheses of the study.The questionnaire was built on google forms and sent to different Mercedes customers, 200 forms were filled properly and used for the analysis.The findings: The results of the study showed that there is a positive significant relationship between nostalgic adverts and purchase intention with correlation coefficient of 0.435. The brand heritage has a coefficient correlation with the purchase intention is 0.393. There is a positive relationship between brand heritage and nostalgic adverts have a coefficient correlation of 0.264. the multiple regression analysis shows that nostalgic advertisement, and Brand Heritage combined can explain (27.3%)of the total variation in the purchase intention

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