Nostalgic Branding in the Toy Industry

Nostalgic Branding in the Toy Industry

Lubinski, Kamil; Grebosz-Krawczyk, Magdalena

Taylor & Francis Ltd

04/2025

140

Dura

9781032997995

Pré-lançamento - envio 15 a 20 dias após a sua edição

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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
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Branding;Brand management;Brand positioning;Consumer behaviour;Consumer behavior;Brand attachment;Toy industry;Toy branding;Nostalgic marketing;Marketing;Purchasing behaviour