The “Retro” Trend in Marketing Communication Strategy of Global Brands

Grębosz, Magdalena; Pointet, Jean-Marc

doi:10.1515/joim-2015-0024

Cited by 12 publications

(6 citation statements)

References 13 publications

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“…Past research showed that integrating past codes and symbols into existing products reinforces the personal identity of a consumer anchored in his roots (Maffesoli, 2003). Such integration is reassuring as it acts as a stable point, an emotional pillar, a founder or a comforting expectation (Grębosz and Pointet, 2015). In keeping with the self-continuity theory, these pastthemed codes and symbols are reassuring in that they contribute to the self-enhancement and self-protection motives of consumers (Sedikides and Alicke, 2012).…”

Section: Song Set Listmentioning

confidence: 83%

“…Consumers' insecurity, which is a generalized sense of uncertainty, vulnerability and fear, may therefore result in consumers' positive attitudes toward retro brands (Zhou et al, 2013). Products and brands that share references to the past may have helped create a reassuring effect through their tangible connection to the past and provide positive nostalgic feelings (Grębosz and Pointet, 2015).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Therefore, retro brands do not offer the stability and continuity of brand heritage but a desired return to the past, which may involve even more nostalgia than brand heritage. Most conceptualizations of nostalgia consider it as an affective mood, emotion or state that is somehow triggered by thoughts reconnected to the past and acts as an emotional pillar in an anxiety-provoking environment (Grębosz and Pointet, 2015;Kessous, 2015;Kessous et al, 2015). Therefore, unlike literature on retro branding, nostalgia has been the topic of numerous studies in marketing (Marchegiani and Phau, 2010;Rutherford and Shaw, 2011;Kessous et al, 2015).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

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

Hallegatte

Ertz

Marticotte³

2018

JPBM

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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 investigated together empirically despite their interconnections. Design/methodology/approach An experiment including four different scenarios blending retro and contemporary stimuli was conducted on 181 subjects. Two rock band variables were manipulated: song set list (i.e. list of songs) and band lineup. Findings The findings suggest that mixing the past and present for a retro brand impacts consumer behavior. A more nuanced explanation is suggested by showing that a retro brand has a strong effect on consumers’ intentions to attend and willingness to pay, but not on their WOM intentions, when these consumers are more prone to feeling nostalgia. Originality/value Nostalgia and retro branding appear to be interconnected concepts, but few studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.

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Section: Song Set Listmentioning

confidence: 83%

Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

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

Hallegatte

Ertz

Marticotte³

2018

JPBM

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“…Consumers are said to search for the brands that deliver additional value connected with feeling of security and calm (Grebosz, Pointet, 2015). Likewise, Ling Zhou et al (2013) noticed that existential insecurity and social insecurity enhanced consumers' preference for nostalgic products.…”

Section: Revealing Retro Consumers In the Retail Environmentmentioning

confidence: 99%

Retro brands in the retailing environment: A review and research propositions

Vojvodić¹

2017

Int Rev

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Since the turn of the 21 st century, the rise of retro brands has been generating considerable interest in terms of stimulating positive emotions and influencing consumers' attitudes and retail buying behaviour. The paper presents the results of an extensive review of the recent literature on the role of retro brands in the retail context and consumer-related behaviour. As such, it provides a framework for an improved understanding of the overall retro phenomenon in the retailing environment. Useful insights for both retailers and marketers are provided in order to better understand the concept of retro branding and to enhance the overall retail experience of retro consumers. In addition, recommendations for further research are offered.

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“…In global communication; they highlight the characteristics, history and eternal values of the brand. Because of these situations; Retro marketing is to focus on goals to improve brand value and strengthen brand image 10 . Sports marketing is one of the areas that applies retro the most.…”

Section: Introductionmentioning

confidence: 99%

Introducing Retro Products İn The Sports Industry With Augmented Reality Applications

Çevik¹,

Yorulmazlar²

2021

PJMHS

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The sports industry has caused differentiation in marketing strategies with the effect of globalization. As a result of this differentiation, manufacturers have put the demands of their customers at the center of production. In the study; It is aimed to reveal the interaction elements within the scope of the retro marketing application area activities in the promotional videos of the Nike brand to impress people. The sample of the study consists of 4 promotional videos: Nike Air Max 2090 Cloud, Explore Air Force I City, Build Your Nike Air Max 2090, Nike Air Max 720 Day, featuring augmented reality technology with the retro products of the Nike brand. Density sampling method was used while determining the sample. Density sampling covers the best or most information-rich examples of the investigated phenomenon, rather than extreme or unusual cases. "Basic Qualitative Research Model" was applied as a research method. The main purpose of basic qualitative research is to reveal and interpret the meanings created by people. As a pattern in the study; document analysis technique was used. Documents used in qualitative research consist of four types: Public records and personal documents are the first and second types, popular culture documents are the third type, and visual documents including movies, videos, and pictures are the fourth type. This study consists of videos in the visual documents section of the fourth type. Analysis of the data obtained in our study; It was carried out according to 5 main titles and 10 sub-titles within the framework of "Retro Marketing Application Area in Sports" As a result; The Nike brand used augmented reality technology to present its products with a combination of old and new features to its consumers within the framework of retro marketing and to enable them to establish an emotional connection with the past. Under the title of images of the retro marketing application field in sports; It was observed that the redesign of AirMax and Air Force shoe models, which are identified with the brand and the titles of giveaways and themed games/events were emphasized in game day promotions. Keywords: Sports Industry, Communication, Retro Marketing, Augmented Reality, Promotion.

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The “Retro” Trend in Marketing Communication Strategy of Global Brands

Cited by 12 publications

References 13 publications

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

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

Retro brands in the retailing environment: A review and research propositions

Introducing Retro Products İn The Sports Industry With Augmented Reality Applications

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