Between Past and Present: Nostalgia Branding

Michele Fioroni and Garry Titterton

Chapter Chapter 3 in Brand Storming, 2009, pp 24-28 from Palgrave Macmillan

Abstract: Abstract Nostalgia can be defined as a psychological, cultural and social phenomenon which leads to re-evaluating, often overevaluing, the past and everything connected with it. In order to find a basis for their existential searching, individuals imagine a past which was more beautiful and purer than it really was. A new concept of authenticity is now being imposed on the market, which considers the true, the authentic, to be the result of an idealized reconstruction of the past.

Keywords: Idealize Reconstruction; Social Anchor; Peasant Life; Creative Inspiration; Aesthetic Canon (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-0-230-23351-5_3

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