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This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.
List 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
About the author
Kamil Lubi¿ski is an assistant professor at the Institute of Marketing and Sustainable Development, Faculty of Organization and Management at Lodz University of Technology (Poland). He is a graduate of the 'Linguistics for Business' programme at the University of Lodz and the 'Management' programme at IFE, Lodz University of Technology. He has authored scientific publications focusing on nostalgic brand positioning, with a particular interest in this marketing phenomenon within the games and toys market.
Magdalena Gr¿bosz-Krawczyk is a researcher, educator, and marketing specialist. She is the head of the marketing department at Lodz University of Technology (Poland). Her research focuses on brand management, with particular emphasis on creating brand images on social media and nostalgic branding. She has authored over 150 scientific publications. She successfully manages research projects funded by the Polish Ministry of Science and Higher Education, the Polish National Science Center, the Polish National Agency for International Exchange, and the Embassy of the French Republic. Scholarship holder of the Bekker Programme, she has completed several scientific internships and served as a visiting professor at foreign universities in France, Finland, and Slovakia.
