Nostalgic Branding in the Toy Industry

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...

Full description

Saved in:
Bibliographic Details
Main Authors Lubiński, Kamil (Author), Grębosz-Krawczyk, Magdalena (Author)
Format Electronic eBook
LanguageEnglish
Published London : Routledge, Taylor & Francis Group, 2025.
SeriesRoutledge 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
Online AccessFull text
ISBN9781003606079
1003606075
9781040362419
1040362419
9781040362440
1040362443
9781032997995

Cover

Table of Contents:
  • Introduction Part I: The conceptual framework of nostalgia in brand management Introduction to Part I 1. The concept of nostalgia in marketing 2. Nostalgic branding 3. Consumers motivations and behaviours in context of nostalgia-oriented purchase Part II: Nostalgic branding in toy industry - Research results Introduction to Part II 4. Perception of nostalgic brands in toy industry - results of a qualitative study 5. Nostalgia-oriented purchase - results of the quantitative research Final Conclusions

Similar Items