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, as well as offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.
Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices
Pichierri Marco
2023-01-01
Abstract
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, as well as offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.File in questo prodotto:
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