This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.
This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Dr Kamil Lubi¿ski is Assistant Professor at the Institute of Marketing and Sustainable Development, Faculty of Organization and Management at Lodz University of Technology (Poland). He is a Graduate of the "Linguistics for Business" program at the University of Lodz and the "Management" program at IFE, Lodz University of Technology. He has authored scientific publications focusing on nostalgic brand positioning, with a particular interest in this marketing phenomenon within the games and toys market. Prof. Magdalena Gr¿bosz-Krawczyk is researcher, educator, and marketing specialist. She is the Head of the Marketing Department at Lodz University of Technology (Poland). Her research focuses on brand management, with particular emphasis on creating brand images in social media and nostalgic branding. She has authored over 150 scientific publications. She successfully manages research projects funded by the Polish Ministry of Science and Higher Education, the Polish National Science Center, the Polish National Agency for International Exchange, and the Embassy of the French Republic. Scholarship holder of the Bekker Program. She has completed several scientific internships and served as a visiting professor at foreign universities in France, Finland, and Slovakia.
Inhaltsangabe
Introduction Part I: The conceptual framework of nostalgia in brand management Introduction to Part I 1. The concept of nostalgia in marketing 2. Nostalgic branding 3. Consumers motivations and behaviours in context of nostalgia-oriented purchase Part II: Nostalgic branding in toy industry - Research results Introduction to Part II 4. Perception of nostalgic brands in toy industry - results of a qualitative study 5. Nostalgia-oriented purchase - results of the quantitative research Final Conclusions
Introduction Part I: The conceptual framework of nostalgia in brand management Introduction to Part I 1. The concept of nostalgia in marketing 2. Nostalgic branding 3. Consumers motivations and behaviours in context of nostalgia-oriented purchase Part II: Nostalgic branding in toy industry - Research results Introduction to Part II 4. Perception of nostalgic brands in toy industry - results of a qualitative study 5. Nostalgia-oriented purchase - results of the quantitative research Final Conclusions
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