BOOKS - Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices
US $6.70
382617
382617
Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices
Author: Marco Pichierri
Year: March 13, 2024
Format: PDF
File size: PDF 6.8 MB
Language: English
Year: March 13, 2024
Format: PDF
File size: PDF 6.8 MB
Language: English
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.