Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Attitudes of young consumers towards international nostalgic brands – the comparative study
Issue: Vol. 12, No 3, 2019
Published date: 09-2019 (print) / 09-2019 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Magdalena Grebosz-Krawczyk
Lodz University of Technology
Keywords: nostalgic brand, consumers’ attitudes, qualitative research, France, Poland
DOI: 10.14254/2071-789X.2019/12-3/12
Index PUBMS: 5be561f5-f439-11e9-bbfd-fa163e0fa1a0
Language: English
Pages: 181-191 (11)
JEL classification: M31
Website: https://www.economics-sociology.eu/?694,en_attitudes-of-young-consumers-towards-international-nostalgic-brands-%E2%80%93-the-comparative-study
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Abstract

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.

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