|Title:||Attitudes of young consumers towards international nostalgic brands – the comparative study|
Vol. 12, No 3, 2019
Published date: 09-2019 (print) / 09-2019 (online)
Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Lodz University of Technology
|Keywords:||nostalgic brand, consumers’ attitudes, qualitative research, France, Poland|
Today we can observe the increase of nostalgic feelings related to environment instability. The brands associated with consumers’ past become an important competitive advantage. The aim of this article is to evaluate the attitudes of young consumers from France and from Poland (representing Western and Eastern Europe accordingly) towards the international brands perceived as nostalgic, taking into account the division on generational and transgenerational brands. The results of own comparative empirical research conducted in 2017 and 2018 on a group of 200 young French and Polish consumers are presented. The study concerns 6 international nostalgic brands of generational and transgenerational character. The research was conducted using focused group interviews. The research results confirm that young consumers in France and in Poland have positive nostalgic attitudes towards brands known from childhood. The analysis of the research results proved also the consumers’ attitudes internationalization. The nationality of respondents does not affect their attitudes.
1. Baker, S.M., & Kennedy, P.F. (1994). Death by nostalgia: a diagnostic of context-specific-cases. Advances in Consumer Research, 21(1), 169-174.
2. Bartunek, J.M., & Seo, M.G. (2002). Qualitative research can add new meanings to quantitative research. Journal of Organizational Behavior, 23, 237-242.
3. Davis, F. (1979). Yearning for yesterday: a sociology of nostalgia. New York: The Free Press.
4. Gavurova, B., Bacik, R., Fedorko, R., & Nastisin, L. (2018). The Customer´s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment. Journal of Competitiveness, 10(2), 72-84.
5. Goulding, C. (2002). An exploratory study of age-related vicarious nostalgia and aesthetic consumption. Advances in Consumer Research, 29(1), 542-546.
6. Grebosz-Krawczyk, M. (2018). The impact of nostalgia on brand equity in a post-communist economy. Economics & Sociology, 11(2), 21-32.
7. Grebosz-Krawczyk, M., & Pointet, J. (2018). The strategy of nostalgic brand - experts’ study. Conference Procedings “33rd International Scientific Conference on Economic and Social Development”, 135-142.
8. Hallegatte, D. (2015). Retromarketing: how marketing has turned to the past. International Marketing Trends Conference, January 23rd and 24th, Paris.
9. Holak, S.L., & Havlena W.L. (1998). Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia. Journal of Business Research, 42(3), 217-26.
10. Holak, S.L., & Havlena, W. (1992). Nostalgia: An Exploratory Study of Themes and Emotions in the Nostalgic Experience. Advances in Consumer Research, 19, 380-387.
11. Holak, S.L., Havlena, W.J, & Matveev, A.V. (2006). Exploring Nostalgia in Russia: Testing the Index of Nostalgia-Proneness. Advances in Consumer Research – European Conference Proceedings, 7, 195-200.
12. Holak, S.L., Matveev, A.V., & Havlena, W.J. (2008). Nostalgia in post-socialist Russia: exploring applications to advertising strategy. Journal of Business Research, 61(2), 172-178.
13. Holbrook, M.B. (1993). Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes. Journal of Consumer Research, 20(2), 245-256.
14. Holbrook, M.B., & Schindler, R.M. (1991). Echoes of the Dear Departed Past : some work in progress on nostalgia. Advances in Consumer Research, 18, 330-333.
15. Kessous, A., & Roux, E. (2008). Nostalgia - a connection to the past: a semiotic analysis. Qualitative Market Research: An International Journal, 11(2), 192-212.
16. Kessous, A., & Roux, E. (2010). Les marques perçues comme « nostalgiques » : conséquences sur les attitudes et les relations des consommateurs à la marque. Recherche et Applications en marketing, 25(3), 29-56.
17. Kessous, A., Roux, E.B, & Chandon, J. L. (2015). Consumer-brand relationships: A contrast between nostalgic and non-nostalgic brands. Psychology and Marketing, 32(1), 187-202.
18. Kotler, P., & Amstrong, G. (2014). Principles of marketing. 15th ed. Harlow : Pearson Education.
19. Lacoeuilhe, J. (2000). L’attachement à la marque : proposition d’une échelle de mesure. Recherche et Applications en Marketing, 15(4), 61-77.
20. Lambert-Pandraud, D.R., & Laurent, G. (2010). Why Do Older Consumers Buy Older Brands: The Role of Attachment and Declining Innovativeness. Journal of Marketing, 74(5), 104-121.
21. Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science, 34, 481-493.
22. Loveland, K. E., Smeesters, D., & Mandel, N. (2010). Still preoccupied with 1995: The need to belong and preference for nostalgic products. Journal of Consumer Research, 37, 393-408.
23. Muehling, D.D., Sprott, D.E., & Sultan, A. (2014). Exploring the Boundaries of Nostalgic Advertising Effects: A Consideration of Childhood Brand Exposure and Attachment on Consumers’ Responses to Nostalgia-Themed Advertisements. Journal of Advertising, 43
24. Rindfleisch, A., Freeman, D., & Burroughs, J. E. (2000). Nostalgia, materialism, and product preference: An initial inquiry. Advances in Consumer Research, 27, 36-41.
25. Rousseau, G.G., Venter, D.J.L (1999). The Influence of Nostalgia on Consumer Preference. Journal of Industrial Psychology, 25(2), 2-10.
26. Rousseau, G.G., & Venter, D.J.L (2000). The Relationship Between Nostalgia and Consumer Preference: Replication and Extension. Journal of Industrial Psychology, 26(2), 32-36.
27. Rutherfold, J., & Shaw, E.H. (2011). What was old is new again: The history of nostalgia as a buying motive in consumption behavior. CHARM 2011 Proceedings, 157-166.
28. Schmidt, M. (2010). Quantification of transcripts from depth interviews, open-ended responses and focus groups Challenges, accomplishments, new applications and perspectives for market research. International Journal of Market Research, 52(4), 483-509.
29. Sierra, J.J., & McQuitty, S. (2007). Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. Journal of Marketing Theory and Practice, 15(2), 99-112.
30. Stern, B.B. (1992). Historical and Personal Nostalgia in Advertising Text: The Fin de Siecle Effect. Journal of Advertising, 21(4), 11-22.
31. Turner, B. (1987). A note on nostalgia. Theory, Culture & Society, 4, 147-156.
32. Youn, S., & Jin, S.V. (2017). Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest. Journal of Consumer Behaviour, 16, 565-576.