Nostalgia Marketing - Baltezarevic, Radoslav;Kwiatek, Piotr
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"Nostalgia Marketing - a new meaning of experiences from the past" is a book, which provides a valuable contribution to marketing and communication professionals, providing them with information on nostalgia marketing methods, as new trends that have been used lately in the digital gaming and streaming industry. These methods reshape traditional marketing approaches, communicate with consumers on a subconscious level and change their perceptions, attitudes towards brands, and ultimately their purchasing decisions.This book provides a theoretical and empirical support to marketers and companies…mehr

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Produktbeschreibung
"Nostalgia Marketing - a new meaning of experiences from the past" is a book, which provides a valuable contribution to marketing and communication professionals, providing them with information on nostalgia marketing methods, as new trends that have been used lately in the digital gaming and streaming industry. These methods reshape traditional marketing approaches, communicate with consumers on a subconscious level and change their perceptions, attitudes towards brands, and ultimately their purchasing decisions.This book provides a theoretical and empirical support to marketers and companies to develop and implement nostalgia marketing strategies. The study offers interesting insights with regards to how consumers assign meaning and value to nostalgic brands and the effect of nostalgic feelings on the purchase.
Autorenporträt
Radoslav Baltezarevi¿ PhD in Communication Sciences is a professor with international experience in Marketing, Communication and Media. Vesna Baltezarevi¿ PhD in Law is a professor of Media Law at Megatrend University.Borivoje Baltezarevi¿ PhD in Cultural Studies has extensive professional experience in higher education areas.