Retro Design and Nostalgic Marketing: Influence of nostalgic trend in consumer behavior
The presence of elements that refer to nostalgia in many sectors of contemporary society has been studied by researchers from various areas. In marketing, nostalgia is perceived as a market trend that attracts consumers through their past emotions. This article aims to analyze the factors that drive...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Essentia Editora IFFluminense
2016-04-01
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| Series: | Vértices |
| Subjects: | |
| Online Access: | http://www.essentiaeditora.iff.edu.br/index.php/vertices/article/view/5798 |
| Summary: | The presence of elements that refer to nostalgia in many sectors of contemporary society has been studied by researchers from various areas. In marketing, nostalgia is perceived as a market trend that attracts consumers through their past emotions. This article aims to analyze the factors that drive the retro phenomenon, given the evolution of consumption, the current values that govern the relationship between brands and consumers through an exploratory research, also seeking to understand this phenomenon, determining concepts in relation to retro culture and its peculiarities. |
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| ISSN: | 1415-2843 1809-2667 |