The “Retro” Trend in Marketing Communication Strategy of Global Brands

Grębosz Magdalena () and Pointet Jean-Marc
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Grębosz Magdalena: Lodz University of Technology
Pointet Jean-Marc: Université Paris-Est, ESIEE-Paris and Institut de Recherche en Gestion, France

Journal of Intercultural Management, 2015, vol. 7, issue 3, 119-132

Abstract: The main objective of this article is to present the relevance and possibilities of using the “retro” trend in marketing communication strategy of global brands, taking into account intercultural environment of companies. In the article the examples of retro-communication of global brands are presented. The results of comparative studies of attitudes of French and Polish consumers concerning retro communication campaigns of global brands are also analysed, taking into account the product category, as well as geographic and cultural consumers characteristics. The results of the research confirm the significance of retro marketing communication in case of global brands in current market conditions and their impact on consumers attitudes.

Keywords: retromarketing; globalisation; marketing communication strategy; consumers attitudes; brand; brand management (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:joinma:v:7:y:2015:i:3:p:119-132:n:7

DOI: 10.1515/joim-2015-0024

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