NOSTALGIA MARKETING IN CURRENT SOCIOCULTURAL CONDITIONS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
For quite some time, consumers have been exposed to grocery products (among others) which – in their packaging and overall visual – evoke memories from the past. These are representations of nostalgic marketing and retro marketing strategies, which are primarily aimed at boosting demand. This article is focused on the definition of the phenomenon of nostalgia, differentiation between retro-marketing and the nostalgic marketing and their significance in the current socio-cultural situation. Specifically, this article is focused on the "Zlatý Bažant ‘73” product and employs various research methods.
Authors and Affiliations
Beáta Beke
Keywords
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