Nostalgic Branding in the Toy Industry

• Main Authors: Lubiński, Kamil (Author), Grębosz-Krawczyk, Magdalena (Author)
• Format: Electronic eBook
• Language: English
• Published: London : Routledge, Taylor & Francis Group, 2025.
• Series: Routledge focus on business and management.
• Subjects: Branding (Marketing); Toy industry.; Branding;Brand management;Brand positioning;Consumer behaviour;Consumer behavior;Brand attachment;Toy industry;Toy branding;Nostalgic marketing;Marketing;Purchasing behaviour; elektronické knihy; electronic books
• ISBN: 9781003606079; 1003606075; 9781040362419; 1040362419; 9781040362440; 1040362443; 9781032997995

In recent years, there has been a clear tendency to undertake marketing initiatives that appeal to consumers' emotions, experiences, and memories. This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, a...