Retro Brands in the Retailing Environment: A Review and Research Propositions (CROSBI ID 251542)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Vojvodić, Katija
engleski
Retro Brands in the Retailing Environment: A Review and Research Propositions
Since the turn of the 21st century, the rise of retro brands has been generating considerable interest in terms of stimulating positive emotions and influencing consumers' attitudes and retail buying behaviour. The paper presents the results of an extensive review of the recent literature on the role of retro brands in the retail context and consumer-related behaviour. As such, it provides a framework for an improved understanding of the overall retro phenomenon in the retailing environment. Useful insights for both retailers and marketers are provided in order to better understand the concept of retro branding and to enhance the overall retail experience of retro consumers. In addition, recommendations for further research are offered.
retro brands, retailing environment, consumer nostalgia, retro marketing
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Podaci o izdanju
5 (3-4)
2017.
130-136
objavljeno
2217-9739
2560-3353
Povezanost rada
Ekonomija