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

Cattaneo, Eleonora; Guerini, Carolina

doi:10.1057/bm.2012.16

Cited by 62 publications

(61 citation statements)

References 7 publications

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“…A majority of research on retro marketing has focused on the impact of nostalgia in advertising. Scholars have discovered that nostalgia can evoke positive emotions and intentions, but also that brands must update the material and not simply revive an old brand (Cattaneo & Guerini, 2012;Pascal et al, 2002;Phau & Marchegiani, 2011;Sierra & McQuitty, 2007). When it comes to sport, there are many other avenues scholars can examine.…”

Section: Retro Marketing and Sport Consumersmentioning

confidence: 99%

A Conceptual Framework for Retro Marketing in Sport

Scola¹,

Gordon²

2018

SMQ

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Retro marketing has become a staple in sport marketing practices. Teams and leagues are attempting to connect their fans to the past in a magnitude of ways. Despite the influx of retro marketing in sport, there has been no examination of it to date. This study examined the various usages of retro marketing in sport and through an inductive approach created a framework that categorized and broadly defined each usage. The five practical areas of retro marketing in sport were constructed: imagery, merchandising, venue, gameday promotions, and advertising. The authors shaped and framed retro marketing in sport through these five dimensions, as they encompassed the retro marketing practices examined and are often relied upon marketing elements. Further, the authors suggest multiple avenues for future research on this topic, including understanding a sport organization's usage of these practices and the impact they have on sport consumers.

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Section: Retro Marketing and Sport Consumersmentioning

confidence: 99%

A Conceptual Framework for Retro Marketing in Sport

Scola¹,

Gordon²

2018

SMQ

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“…Nostalgia is related to a crave for security, stability, authenticity. The anxiety for the future and implementing innovation is the reasons why people yearn for the past (Cattaneo & Guerini, 2012). Roma people living in institutions felt a sense of stability in their present and they shared some positive expectations for the future, that is why they less experienced nostalgia and sentimentality for the past.…”

Section: Discussionmentioning

confidence: 99%

“…Nostalgia could result in some behavioural acts aiming to make the past more close -for example tourism to some cultural heritage places is related to nostalgia (D'Arcens, 2011). Nostalgic associations facilitate information processing and it has been found that consumers prefer to buy the products of the brands with nostalgic associations (Cattaneo & Guerini, 2012). Nostalgia and sentimentality could also be related to some depressive symptoms in elderly people and feelings of loneliness.…”

Section: Discussionmentioning

confidence: 99%

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Nostalgia and Sentimentality Among Minority Elderly People (Bulgarian Roma People and Hungarians Living in Romania)

Stoyanova¹,

Doseva²,

Virginás-Tar³

2015

Psychol. Thought

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Nostalgia and sentimentality are very typical for the old age. There are some characteristics that are perceived as typical for the elderly people in the different cultures, such as being dependent, and needing long-term care. There are also some similarities between the population tendencies in Bulgaria and Romania. The simultaneously acceptance in European Union of both countries also suggests the existence of some similar attitudes towards the past among elderly minority people in both countries. The hypothesis of the study was that together with some similarities, the elderly people from both ethnic minorities in the two countries would differ cross-culturally in their sentimentality and nostalgia related to the past. Sentimentality and nostalgia in elderly minority people (26 Roma people in Bulgaria and 21 Hungarians in Romania) were measured by means of a questionnaire created by Gergov & Stoyanova (2013). The results indicated that the Hungarian minority in Romania was more sentimental and nostalgic than the Roma minority in Bulgaria. More thoughts about the past reported the minority young elders than the minority oldest old. The females from the minority groups were more sentimental than the males from the minority groups. Higher sentimentality and nostalgia among elderly Hungarians could be explained by their higher conservatism and more satisfaction with the hystorical past than Roma people. Roma people living in institutions felt a sense of stability in their present and they shared some positive expectations for the future.

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“…Authenticity, branding and nostalgia can interact to create retro branding strategies (Cattaneo and Guerini 2012). Kinkade's work cannot be described as contemporary.…”

Section: Leveraging Authenticity To Enhance Celebrity Artist Brand Vamentioning

confidence: 99%

The production and consumption activities relating to the celebrity artist

Fillis

2014

Journal of Marketing Management

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This paper develops the work of Kerrigan et al. (2011) by considering the impact of the celebrity artist on the associated production and consumption activities. It also considers the role which entrepreneurial marketing plays in helping to create the celebrity artist aura. The artist Thomas Kinkade is used to illustrate how this occurs in practice. Here, authenticity and nostalgia dimensions are also influential factors. Underpinning these relationships are the roles played out by the media, including communication of celebrity artist identity, and the catalysing of its commodification within the celebrity artist brandscape. An enduring celebrity brand results due to the market creation activities of the celebrity artist. A conceptual model is developed which synthesises the factors behind the production and consumption of the celebrity artist which can stimulate further research.This paper provides innovative insight into the world of the celebrity artist by interrogating the market making and shaping devices behind successful production and consumption practices.

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

Cited by 62 publications

References 7 publications

A Conceptual Framework for Retro Marketing in Sport

A Conceptual Framework for Retro Marketing in Sport

Nostalgia and Sentimentality Among Minority Elderly People (Bulgarian Roma People and Hungarians Living in Romania)

The production and consumption activities relating to the celebrity artist

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