Nostalgie and Consumption Dynamics in Vintage Innovation

Francesco Schiavone

Micro & Macro Marketing, 2017, issue 3, 457-472

Abstract: Nostalgia is a well-known concept in retro-marketing studies. Nostalgia is also the main driver of the implementation of vintage innovation, an emerging technological reaction to the decline of old technological products. Currently there is a lack of literature about the various consumer dynamics of the market niches in which vintage innovations are adopted. The article develops a theoretical model based on four research propositions showing how various marketing-based and technology- based variables affect the main relationship between collective nostalgia and consumption dynamics by users of vintage innovation. The article ends by offering some theoretical and managerial implications.

Keywords: Vintage Innovation; Retro-Marketing; Communities of Practice; Brand Equity; Post-Modernism. (search for similar items in EconPapers)
Date: 2017
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