Customer perception of retro marketing in its practical application

Broučková, Iveta; Jaderná, Eva; Srbová, Alena

doi:10.1504/ijbir.2019.103320

Cited by 2 publications

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Brands, especially those that served as milestones of a particular generation should design a heart-warming nostalgia marketing strategy to make a product appeal to a target (Holotová et al , 2020). Broučková et al (2019) suggest that nostalgia encourages consumers to spend their money by promising an immediate return in the form of happy memories. Re-living positive memories from the past makes people feel good, and brands who can create these “blast from the past” feelings with their marketing have a greater chance of reaching consumers on an emotional level (Pereira et al , 2022).…”

Section: The 2000s and The 21st Century Technological Paradigm And Re...mentioning

confidence: 99%

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands

Jiménez-Zarco,

Mendez-Aparicio,

Izquierdo-Yusta

2023

JHRM

View full text Add to dashboard Cite

Purpose The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades. Design/methodology/approach Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations. Findings The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood. Research limitations/implications Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation. Practical implications As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations. Social implications From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident. Originality/value This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

show abstract

Section: The 2000s and The 21st Century Technological Paradigm And Re...mentioning

confidence: 99%