NOSTALGIA MARKETING IN CURRENT SOCIOCULTURAL CONDITIONS
NOSTALGIA MARKETING IN CURRENT SOCIOCULTURAL
CONDITIONS
Author(s): Beáta BekeSubject(s): Sociology, Applied Sociology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: nostalgia; nostalgia marketing; retro; retrobranding; retro marketing;
Summary/Abstract: For quite some time, consumers have been exposed to grocery products (among others) which – in their packaging and overall visual – evoke memories from the past. These are representations of nostalgic marketing and retro marketing strategies, which are primarily aimed at boosting demand. This article is focused on the definition of the phenomenon of nostalgia, differentiation between retromarketing and the nostalgic marketing and their significance in the current socio-cultural situation. Specifically, this article is focused on the "Zlatý Bažat ‘73” product and employs various research methods.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 24-38
- Page Count: 15
- Language: English