RETRO MARKETING – A PHENOMENON OF MODERN TIMES
Currently, consumer behaviour is influenced by trends that are clearly noticeable at different levels. Some organizations monitor changes in consumption and, on this basis, point to the general tendencies that are typical of today's consumers. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. It is designed to create a positive emotion that is favourable to the brand as well as to remember its message. The main aim of the paper is to find out, through secondary data and questionnaire research, how the young generation reacts to the elements and effects of retro marketing, compared to the older population, and what differences can be observed in its impact on the sample of male and female respondents. Subsequently according the results, the possibilities of applying a new trend of communication on the food market - retro marketing, also called nostalgia marketing, were suggested. The questionnaire survey was conducted only in the presence of a geographically limited population, namely Slovak customers. This may represent a certain limit to this paper, as the recommendations are proposed in terms of this limitation. It can be removed, if the research is considered to be relevant for the solution and the results achieved are subject to subsequent verification in an international environment. If these barriers were removed, more accurate results could be achieved.
Carlin, G. (2015). Brain droppings. New York: Hachette Books, 258.
O’Brien, J. (2018). Establishing a retro-marketing rental company. The International Journal of Entrepreneurship and Innovation, 19 (2), 125–133. doi: http://doi.org/10.1177/1465750318761647
León‐Bravo, V., Moretto, A., Cagliano, R., Caniato, F. (2019). Innovation for sustainable development in the food industry: Retro and forward‐looking innovation approaches to improve quality and healthiness. Corporate Social Responsibility and Environmental Management, 26 (5), 1049–1062. doi: http://doi.org/10.1002/csr.1785
Braggs, S. (2009). Retro Marketing. Available at: http://ezinearticles.com/?Retro-Marketing&id=2664878
Brown, S. (1999). Retro‐marketing: yesterday’s tomorrows, today! Marketing Intelligence & Planning, 17 (7), 363–376. doi: http://doi.org/10.1108/02634509910301098
Kliestikova, J., Krizanova, A., Kovacova, M. (2018). Old McDonald's had a brand…: How traditional brands lose their breath. Proceedings of International Academic Conferences. Sevilla, 126–136. doi: http://doi.org/10.20472/iac.2018.035.024
Samuel, R. (1999). Theatres of memory. London: Verso.
Valaskova, K., Kliestikova, J., Krizanova, A. (2018). Consumer Perception of Private Label Products: An Empirical Research. Journal of Competitiveness, 10 (3), 149–163. doi: http://doi.org/10.7441/joc.2018.03.10
Nadanyiova, M., Kicova, E. (2017). Customer global preferences as an initial part of sustainable brand grow as a necessary part of the process of globalization. Globalization and its socio-economic consequences. Rajecke Teplice, 1661–1669.
Janoskova, K., Kral, P., Kramarova, K. (2019). Kvalita produktu ako predpoklad spokojnosti zákazníka a jeho lojality k značke. Podniková ekonomika a manažment, 3 (28-34).
Brown, S., Kozinets, R. V., Sherry Jr., J. F. (2003). Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival. Journal of Customer Behaviour, 2 (2), 133–147. doi: http://doi.org/10.1362/147539203322383537
Naughton, K. (1998). The Nostalgia Boom. Why the old is new again. Available at: http://www.bloomberg.com/news/articles/1998-03-22/the-nostalgia-boom
Owram, D. (2012). Born at the right time: a history of the baby-boom generation. Toronto: University of Toronto Press.
Gross, N., Reeber, B. J. (2017). Marketing to Gen Xers? Here's What They're Watching on YouTube. Available at: https://www.thinkwithgoogle.com/consumer-insights/marketing-generation-x-youtube-behavior-trends/
Davis, F. (1979). Yearning for yesterday: a sociology of nostalgia. New York: Free Press, 146.
Rimarčík, M. (2008). Štatistika pre prax. Rimarčík.
Copyright (c) 2020 Lubica Gajanova, Vidrova Zdenka
This work is licensed under a Creative Commons Attribution 4.0 International License.