Results 121 to 130 of about 232 (172)

Negotiating Sustainable Consumption Practices in Online Communities

Hadley, Charlotte, Cheetham, Fiona
core  

Assessing the revival potential of brands from the past: How relevant is nostalgia in retro branding strategies?

Journal of Brand Management, 2012
This study focuses on retro branding practices, that is, the revival of brands belonging to a prior historical period. We verified empirically the relationship between a retro branding strategy leveraging nostalgic brand associations and consumer preferences for retro brands, relative to newer options.
CATTANEO, ELEONORA, GUERINI, CAROLINA
exaly   +4 more sources

Blending the past and present in a retro branded music concert: the impact of nostalgia proneness

Journal of Product and Brand Management, 2018
Purpose Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely ...
Myriam Ertz
exaly   +4 more sources

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Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Journal of Marketing, 2003
Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox).
Robert V Kozinets, John F Sherry
exaly   +2 more sources