Object's details: Nostalgic consumer trends and nostalgia marketing

Description

• PLMET:
  
  http://confluence.man.poznan.pl/community/display/FBCMETGUIDE
• Title:
  
  
  Nostalgic consumer trends and nostalgia marketing
• Group publication title:
  
  
  Ekonomia – Wroclaw Economic Review. 2023, 29/4
• Creator:
  
  
  Daszkiewicz, Magdalena
  
• Subject and Keywords:
  
  
  nostalgia
   ;
  nostalgic consumer
   ;
  nostalgic consumer trends
   ;
  nostalgia trends
   ;
  nostalgia marketing
   ;
  nostalgic marketing
• Description:
  
  Od 2013 pt.: Ekonomia - Wroclaw Economic Review
• Abstract:
  
  
  Over the last few years, we have observed an intensification of nostalgic consumer trends manifested through choices and behaviors that reflect sentimental attachments to the past. In parallel, we increasingly note a growing presence of marketing activities that tap into the emotions and experiences tied to consumers’ memories. These efforts link brands and their campaigns to positive concepts or ideas from the past. Nostalgia marketing relies on evoking positive feelings about the past and applies to products, marketing communications, and brand experiences. The article seeks to identify trends based on nostalgia, both in terms of consumer behavior and marketing practice. The author presents the essence of nostalgia marketing and the research domains on nostalgic consumer behavior. The article describes nostalgic consumer trends in the context of their determinants. It identifies nostalgic strategies and trends in contemporary marketing practice. The objectives are realized based on a literature review supported by bibliographic analysis, desk research based on available quantitative and qualitative research results, and content analysis of campaigns promoting nostalgic products and using themes and content related to nostalgia marketing. Insights on nostalgic trends and marketing approaches provide the basis for identifying practical and research recommendations.
• Place of publishing:
  
  
  Wrocław
• Publisher:
  
  
  Wydawnictwo Uniwersytetu Wrocławskiego
   ;
  Wydawnictwo "Szermierz" sp. z o.o.
• Contributor:
  
  
  Nowak, Wioletta
  :
  Redaktor,
   ;
  Szalonka, Katarzyna
  :
  Redaktor,
• Date issued:
  
  2023
• Resource Type:
  
  
  text
   ;
  
  
  tekst
• Detailed Type:
  
  
  article
   ;
  
  
  artykuł
• Identifier:
  
  oai:repozytorium.uni.wroc.pl:141231  ; https://doi.org/10.19195/2658-1310.29.4.6  ;
  ISSN 0239-6661
   ;
  ISSN 2658-1310
• Language:
  
  eng
• Abstract Language :
  
  eng
• Relation:
  
  
  Acta Universitatis Wratislaviensis, 0239-6661, No 4195
• WUL Catalog:
  
  
  https://katalog.bu.uni.wroc.pl/lib/item?id=chamo:109884
• Is version of:
  
  
  Czasopisma Naukowe w Sieci
• Access rights:
  
  
  Attribution
   ;
  
  
  Uznanie autorstwa
• License:
  
  
  Creative Commons - Attribution (CC BY 4.0)
   ; https://creativecommons.org/licenses/by/4.0/deed.en  ;
  
  
  Creative Commons - Uznanie autorstwa (CC BY 4.0)
   ; https://creativecommons.org/licenses/by/4.0/deed.pl
• Rights holder:
  
  Copyright by the Authors, Wydawnictwo Uniwersytetu Wrocławskiego and Wydawnictwo “Szermierz” sp. z o.o., 2023
• Location of original object:
  
  
  Biblioteka Wydziału Prawa, Administracji i Ekonomii
• Autor opisu:
  
  WR U/PAdks

Object is located in the collections:

Additional information

• Creation date: 2024-09-11
• Last modification date: 2024-09-11
• Content object's number of views: 87
• You could also download the object's description in these formats:
  RDF
   ;
  OAI-PMH
• Download IIIF manifest:
  https://repozytorium.uni.wroc.pl/iiif-manifest/manifest/141231/PDF.json