Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. Previous research has shown that nostalgia in marketing is beneficial as it can influence consumer behaviour. Combining nostalgia and music with advertising is an unexplored area of marketing research and is therefore an interesting and important topic to investigate further. Purpose: The aim of this study is to investigate nostalgic music and its effect on brand affection and consequently consumer behaviour, as well as if using nostalgic music is an effective marketing strategy in advertising.  Method: A quantitative and deductive research approach was chosen for this study with an experimental research design. Two manipulation checks were conducted to define nostalgic music and facilitate the isolation of nostalgia. An experiment with three different groups was conducted where respondents viewed an advertisement with or without the stimulus of nostalgic music.  Findings: The result of the study showed that nostalgic music in advertising does not affect brand affection and therefore has no impact on the key marketing metrics word of mouth and purchase intention. Nostalgic music is therefore not an effective marketing strategy that is aimed towards individuals in their late adolescence

Modern technology has provided for greater company transparency and media coverage, which among other has led to customers being able to increasingly demand corporate social responsibility (CSR) initiatives from companies. Companies should however not consider CSR as a constraint, but rather as a way to create competitive advantage, generating positive outcomes. One of which could be consumer-based brand equity (CBBE), however, the implementation of efficient CSR strategies is a difficult task, where research has somewhat disregarded the customer aspect of CSR, which can drive CBBE. Hence, this research has focused on the customer attitudes towards CSR and how this impacts CBBE, as well as brand trust. The data for the survey was gathered through a convenience sample, which after data cleanup consisted of 106 respondents. The results of the data analysis suggested the impact which customer attitudes towards CSR can have on both CBBE and brand trust, within the context of the insurance industry, used for this paper, due its linkage to CSR, as described later on. Keywords Customer Attitudes, Brand Affection, Brand Trust, Brand Equity, Consumer-Based Brand Equity (CBBE), Corporate Social Responsibility (CSR), Insurance Industry.