Marco Pichierri
Springer Nature Switzerland
e druk, 2024
9783031209130
Nostalgia Marketing
Rekindling the Past to Influence Consumer Choices
Specificaties
Paperback, blz.
|
Engels
Springer Nature Switzerland |
2024
ISBN13: 9783031209130
Rubricering
Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.
Specificaties
ISBN13:9783031209130
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Nature Switzerland
Inhoudsopgave
1: Nostalgia marketing and consumer behavior.- 2: Nostalgic advertising usage in sports season tickets campaigns.- 3: The impact of nostalgic advertising on consumer willingness to donate during a crisis.- 4: Examining nostalgic advertising effectiveness in sustainable food consumption behavior.- 5: A systematic review of nostalgia-based marketing strategies in sport tourism.- 6: Conclusions.