Search results

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.

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.

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.

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.

The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.

The analysis is carried out in four parts. Marketing literature dealing with “brand revival” is reviewed in the first part. The second and the third part deal with the main characteristics featured, respectively, by the original and restored Palio and Vivara collections. In the fourth part, by applying the key concepts provided to us by the marketing literature, we pinpoint the chief values which Pucci’s retro-marketing strategy has emphasized upon and those that instead have been partially, if not completely, neglected. The research is based on a mix of sources including records kept by historical archives, fashion press, economic and financial databases and exhibition catalogues.

The research shows that resorting to the past to revitalize a fashion brand can backfire if the retro-marketing strategy is not supported by an extensive knowledge of the firm’s history, and by a well documented analysis of the historical background in which the brand was originally introduced.

The paper provides an example of interdisciplinary approach to brand revival, a marketing strategy to which an increasing number of firms resort to meet the consumers’ call for nostalgic innovation.

The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.

In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.

The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).

While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.

The authors sought to examine how nostalgic feelings influenced purchase intentions of sport fans towards branded merchandise. Additionally, the goal was to test the childhood brand nostalgia (CBN) scale to see if it was an effective measure in this context. This was an important early step in understanding the way nostalgia may influence sport fan's merchandise preferences.

Surveys were completed by 601 fans of two professional sport teams in the USA. These consumers were targeted geographically through Amazon Mechanical Turk (MTurk) and half given a modern branded t-shirt and the other half a retro branded t-shirt. To examine brand nostalgia in this context, the CBN measure was evaluated and examined to see its impact on each group, using hierarchical regressions.

The results demonstrated that CBN positively impacted consumers purchase intentions in the retro logoed t-shirt group. However, in the modern logoed t-shirt group, CBN did not significantly influence purchase intentions.

The findings of this study suggest that retro merchandise is working as expected, as it is attractive to those who feel nostalgic about their team. Secondarily, this study's findings suggest it may be vital for marketers to be conscious that their retro materials are connecting to the past.

This study was an early examination of a measure of nostalgia and its impact on purchase intentions in sport. The findings suggested that this CBN instrument may be appropriate in retro marketing research, especially regarding sport merchandise. Further, the findings suggest that nostalgic feelings may be influential toward retro merchandise, but not modern merchandise.

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.

Fourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.

This study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).

Despite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

The purpose of this paper is to explain the emergence and existence of retro-industries. The paper proposes using a multidisciplinary approach to define the concept of retro-industries and to identify its specificities.

Literature reviews in marketing and economics were used to create a model of innovation adoption and diffusion in retro-industries.

The paper provides theoretical insights about the factors that foster retro-industries such as heritage, tradition, nostalgia and revival. The paper suggests that these factors influence innovations mechanisms and explain the use of the past to manage the challenges of the future.

The paper enriches an identified need to analyse industry from retro perspective; and to identify the factors that foster the emergence of such industries.

The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and looks at how such products are perceived by innovators.

An experiment was conducted with two groups of respondents, with a total sample of 194 respondents. These were, respectively, submitted to two different product designs for highly technical headphones; one with a neo-retro-design and the other with a typical modern design. The approach enabled the testing and validation of different hypotheses regarding retro and innovation.

The results suggest that a neo-retro-product design conveys newness and does not mislead the consumer when it comes to evaluating a product's technological input. Furthermore, they support the idea that consumer innovativeness has a positive effect on the attitude towards neo-retro-product design.

Future research should explore the relationship between neo-retro-design and nostalgia proneness and perceived risk attached to innovative products.

The empirical findings of the paper highlights the creative process hidden behind the neo-retro-product design approach and have implications for design practitioners in the field of innovative products.

Despite the ever-growing importance of the retro-phenomenon, the relationship between neo-retro-product design, perceived innovation and consumer innovativeness has not previously been examined in the literature. The paper contributes to dispelling doubt as regards the compatibility of neo-retro-design and innovativeness.

The author explores the variety of ways in which sports brands have risen to prominence and how the development of particular activities and relationships, with athletes, fans, media and regulators, are designed to present them as authentic. This status is crucial given the cultural and emotional significance of sport alongside its ability to underpin forms of collective belonging. A range of examples, including Red Bull, Nike, Patagonia, Olympic skateboarding and Manchester United Football Club, are used to highlight these processes as well as the complexity of the contemporary social, cultural and political landscapes that such brands now operate in.

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

This paper examines the literature on “strong brands” and the experience of several established brands.

The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of bringing about strong brands, yet these can be difficult to apply, particularly to corporate brands.

A new perspective of the social co‐production of brands as meaningful representations, each with its own logic, is proposed as a managerially useful framework to research and frame brand development tasks. Given the development of anti‐branding attacks, managers need to pay close attention to the new risks of managing corporate brands, and how they tie brands to their corporate social responsibility practices.

Scholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Riley et al., 2004; Fionda and Moore, 2009; Wuestefeld et al., 2012; DeFanti et al., 2014; Ardelet et al., 2015; Dion and Borraz, 2015; Dion and Mazzalovo, 2016). However, little is known on how consumers of different age group make sense of heritage luxury. The purpose of this paper is to investigate how consumers of different age groups make sense of heritage luxury brands (HLBs).

To achieve this, semi-structured, one-on-one, face-to-face interviews were conducted with 21 consumers of HLBs who fell into one of three age groups: Emerging adults (18 to 25 years), middle-aged adults (33 to 40 years) and older adults (67 to 74 years old).

The findings of this paper explored the different perceptions of the dimension of heritage in relation to luxury among consumers of different age groups. This paper focuses on the pioneering contributions of Urde, Greyser and Balmer (2007) in defining the dimensions of heritage brands. Although the dimensions of heritage brands defined by Urde et al. (2007) were useful as a starting point, differing perceptions among consumers of different age groups emerged which need to be considered. Findings of this study showed that consumers of all three age groups revealed three characteristics of HLBs. These are timelessness, quality craftsmanship and prestige. The durability and lasting appeal of HLBs was attributed to their high-quality craftsmanship. Quality craftsmanship, recognizability and price contributed to the perceived prestige value of HLBs. It was apparent throughout this study that HLB items helped participants feel connected to others, including their mothers or more remote forebears, their contemporaries and their descendants.

The author aims to understand the interplay between heritage and luxury, to understand how luxury brand consumers of different age groups are influenced by the heritage dimension. The relation between luxury and heritage becomes particularly intriguing when we consider how it affects the perceptions of consumers of different age groups.