In recent years, there has been a clear tendency to undertake marketing initiatives that appeal to consumers emotions, experiences, and memories. 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.
The book explores the role nostalgia plays in our lives, what types of nostalgic brands we find on the market, how nostalgia influences consumer attitudes and behaviour, and how to position brands using nostalgia. It shows readers how memories influence their behaviour and provides managers with insights on how to successfully manage nostalgic brands, not only in the toy industry. Using their own research results, the authors demonstrate how to use the fundamental emotion known as nostalgia for successful brand positioning.
Nostalgic Branding in the Toy Industry is addressed primarily to scholars and doctoral students conducting research in the area of brand management, marketing, and consumer behaviour.
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.
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
Kamil Lubiski is an 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 programme at the University of Lodz and the Management programme 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.
Magdalena Grbosz-Krawczyk is a 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 on 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 Programme, she has completed several scientific internships and served as a visiting professor at foreign universities in France, Finland, and Slovakia.
