Nostalgia, autobiographical memories and brand strategy: Marketing to the post–World War I generation

Aurélie Kessous

Journal of Brand Strategy, 2014, vol. 3, issue 2, 148-154

Abstract: For marketing managers, the current trend for nostalgia marketing is not without risk. Indeed, leveraging nostalgia to reach the aging post–World War I generation can prompt feelings of sadness. This paper compares the benefits the postwar generation derives from consuming nostalgic brands with the competitive advantages that nostalgia marketing offers to marketing professionals. The paper examines how these benefits translate into competitive advantages via two complementary qualitative studies. The first was performed among a sample of 20 consumers, born between 1928 and 1947, while the second was performed among a sample of eight marketing managers whose companies target this generation. Two thematic analyses were conducted after the integral transcription of the interviews. The first highlights the main emotional benefits associated with the postwar generation's nostalgic consumption behaviour. The second shows the competitive advantages and risks for nostalgic brands targeting the postwar generation.

Keywords: nostalgia; nostalgic brands; retro-marketing; brand strategy; postwar generation; generativity (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2294/download/ (application/pdf)
https://hstalks.com/article/2294/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:2:p:148-154

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().