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

La influencia de la música nostálgica se lleva a cabo a raíz que se evocan experiencias que han sucedido años atrás donde se anhela la recuperación de dichas situaciones que no están presente en la actualidad y se genera actitudes positivas frente a la situación. Además, la familiaridad en las marcas sucede cuando el consumidor tiene cierto grado de confianza y ha tenido alguna experiencia previa; sin embargo, en cuanto la familiaridad en las marcas internacionales se menciona que estas deben generar actitudes positivas en los consumidores, pero resulta mejor cuando las marcas no locales se adaptan al mercado; es decir, se lleva a cabo la llamada glocalización. Esta investigación es cualitativa y se realizó entrevistas semiestructuradas a universitarios de UPC de la sede Monterrico y estudiantes de SISE sede Ate Vitarte con la finalidad de conocer sus intereses, opiniones y gustos. Dichos resultados arrojaron que los estudiantes de UPC y SISE tienen semejanza en las situaciones que vivieron durante su niñez y la preferencia por las canciones criollas; a pesar de que a la gran mayoría les agradó el comercial; los estudiantes de UPC mencionaron que no sienten familiaridad hacia la marca porque la consideran un buen restaurante de comida rápida, mientras que los estudiantes de SISE sí se sintieron identificados a través de la canción y los personajes mostrados. Por ello, la familiaridad no se llega a dar por completo debido a que los jóvenes universitarios consideran a la marca como una cadena de comida rápida mientras que en los estudiantes de SISE si se lleva a cabo porque consideran a la marca internacional como una que otorga estatus social. / The influence of nostalgic music is carried out as a result of the experiences that have happened years ago where the recovery of differences that are not present today and positive attitudes towards the situation are desired. In addition, familiarity with brands happens when the consumer has a certain degree of trust with the brand and has had some previous experience; However, when familiarity with international brands is mentioned, they should generate positive attitudes in consumers, but it is better when non-local brands adapt to the market where they are present; that is, the so-called glocalization is carried out. For this research it is qualitative and interviews were carried out with university semi-structures of the UPC of Monterrico headquarters and students of SISE Ate Vitarte headquarters with the request to know their interests, opinions and tastes of the interviewees. These results showed that UPC and SISE students have similarities in the situations they experienced during their childhood and the taste for Creole songs and that remind them of those moments; although the great majority liked the commercial; UPC students mentioned that they were not familiar with the brand because it considers it a good fast-food restaurant that has made a strategy to get closer to the Peruvian market, while SISE students did feel identified with the brand through the Creole song and the characters shown. Therefore, familiarity does not come to fruition due to the fact that young university students consider the brand as a fast food chain while in SISE students an outing is carried out because it considers the international brand as one that projects social status. / Trabajo de investigación