Results 131 to 140 of about 8,245 (182)
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Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning
Journal of Marketing, 2003Retro 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 Jr
exaly +2 more sources
2023 Innovations in Intelligent Systems and Applications Conference (ASYU), 2023
This study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in consumers, is used in advertisements, which can have a significant impact on brand perception and consumer engagement. Firstly, a model
Girişken, Yener +4 more
openaire +2 more sources
This study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in consumers, is used in advertisements, which can have a significant impact on brand perception and consumer engagement. Firstly, a model
Girişken, Yener +4 more
openaire +2 more sources
Paradox of retro-innovation in brand management
2016Celem artykułu jest próba przedstawienia koncepcji „retro-innowacji” w zarządzaniu marką, polegającej na łączeniu stylu retro marki z nowoczesnymi rozwiązaniami technologicznymi produktów. Celem studiów literaturowych było dokonanie analizy koncepcji marki retro wobec zmian postaw konsumentów.
Grebosz, Magdalena, Pointet, Jean-Marc
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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
openaire +2 more sources
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
openaire +2 more sources
Journal of Statistics and Management Systems, 2021
In recent years, many companies have started to launch “retro” edition products. This study introduces Air Jordan retro shoes as the experimental case and uses a questionnaire survey to determine w...
Yang-Chu Lin, Yu-Hao Chen, Yi-Chih Lee
openaire +1 more source
In recent years, many companies have started to launch “retro” edition products. This study introduces Air Jordan retro shoes as the experimental case and uses a questionnaire survey to determine w...
Yang-Chu Lin, Yu-Hao Chen, Yi-Chih Lee
openaire +1 more source
Nostalgia through Retro Marketing for Modern Brand Relevance
International Journal of Global Research Innovations & TechnologyThis article explores the strategic use of retro marketing a form of nostalgia-driven branding in creating emotional connections, enhancing brand identity, and influencing consumer behaviour across generations. Drawing upon examples from Indian and global markets, the paper analyses the psychological appeal of retro marketing and identifies its forms ...
Ranjeeta Madhwani, Priyanka Baid
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