IDEAS home Printed from https://ideas.repec.org/a/vrs/joinma/v7y2015i3p119-132n7.html
   My bibliography  Save this article

The “Retro” Trend in Marketing Communication Strategy of Global Brands

Author

Listed:
  • Grębosz Magdalena

    (Lodz University of Technology)

  • Pointet Jean-Marc

    (Université Paris-Est, ESIEE-Paris and Institut de Recherche en Gestion, France)

Abstract

The main objective of this article is to present the relevance and possibilities of using the “retro” trend in marketing communication strategy of global brands, taking into account intercultural environment of companies. In the article the examples of retro-communication of global brands are presented. The results of comparative studies of attitudes of French and Polish consumers concerning retro communication campaigns of global brands are also analysed, taking into account the product category, as well as geographic and cultural consumers characteristics. The results of the research confirm the significance of retro marketing communication in case of global brands in current market conditions and their impact on consumers attitudes.

Suggested Citation

  • Grębosz Magdalena & Pointet Jean-Marc, 2015. "The “Retro” Trend in Marketing Communication Strategy of Global Brands," Journal of Intercultural Management, Sciendo, vol. 7(3), pages 119-132, September.
    • Handle: RePEc:vrs:joinma:v:7:y:2015:i:3:p:119-132:n:7
    DOI: 10.1515/joim-2015-0024
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/joim-2015-0024
    Download Restriction: no
    File URL: https://libkey.io/10.1515/joim-2015-0024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Aurélie Kessous & Elyette Roux & Jean-Louis Chandon, 2015. "Consumer-Brand Relationships: A Contrast of Nostalgic and Non-Nostalgic Brands," Post-Print hal-01796031, HAL.
    2. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    2. Lopez Sintas, Jordi & Garcia Alvarez, Ercilia, 2005. "Four characters on the stage playing three games: performing arts consumption in Spain," Journal of Business Research, Elsevier, vol. 58(10), pages 1446-1455, October.
    3. Sébastien Caisse & Benoit Montreuil, 2014. "Polar Business Design," SAGE Open, , vol. 4(1), pages 21582440145, February.
    4. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    5. Luigi Cantone & Pierpaolo Testa & Teresa Marrone, 2022. "Issues in defining and placing consumer brand engagement," Italian Journal of Marketing, Springer, vol. 2022(2), pages 135-172, June.
    6. O'Shaughnessy, Nicholas, 2008. "Romancing Alpacas: A commentary," Journal of Business Research, Elsevier, vol. 61(5), pages 509-511, May.
    7. Aresu, Simone & Monfardini, Patrizio, 2023. "Oppressed by consumerism: The emancipatory role of household accounting," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 96(C).
    8. Wieczerzycki Marcin, 2021. "Power asymmetry and value creation in B2C relationship networks," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 57(2), pages 161-176, June.
    9. Hackley, Chris & Bengry-Howell, Andrew & Griffin, Christine & Szmigin, Isabelle & Mistral, Willm & Hackley, Rungpaka Amy, 2015. "Transgressive drinking practices and the subversion of proscriptive alcohol policy messages," Journal of Business Research, Elsevier, vol. 68(10), pages 2125-2131.
    10. Liu, Martin J. & Yannopoulou, Natalia & Bian, Xuemei & Elliott, Richard, 2015. "Authenticity Perceptions in the Chinese Marketplace," Journal of Business Research, Elsevier, vol. 68(1), pages 27-33.
    11. Lee, Michael S.W. & Motion, Judith & Conroy, Denise, 2009. "Anti-consumption and brand avoidance," Journal of Business Research, Elsevier, vol. 62(2), pages 169-180, February.
    12. Ourahmoune, Nacima, 2017. "Embodied transformations and food restrictions: The case of medicalized obesity," Journal of Business Research, Elsevier, vol. 75(C), pages 192-201.
    13. Marie-Catherine Paquier & Martine Deparis & Mariem El Euch Maalej, 2020. "L’expérience vécue en gare par les voyageurs mobiquitaires : caractéristiques et dimensions," Post-Print hal-03694396, HAL.
    14. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    15. Holttinen, Heli, 2014. "Contextualizing value propositions: Examining how consumers experience value propositions in their practices," Australasian marketing journal, Elsevier, vol. 22(2), pages 103-110.
    16. Jérôme Lacoeuilhe & Selima Ben Mrad & Samy Belaïd & Maria Petrescu, 2017. "Are brand benefits perceived differently in less developed economies ? A scale development and validation," Post-Print hal-01672929, HAL.
    17. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    18. Syrjälä, Henna, 2016. "Turning point of transformation: Consumer communities, identity projects and becoming a serious dog hobbyist," Journal of Business Research, Elsevier, vol. 69(1), pages 177-190.
    19. Sarah C. Grace, 2021. "The intermingling of meanings in marketing: semiology and phenomenology in consumer culture theory," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 70-80, June.
    20. Nuttavuthisit, Krittinee, 2014. "How consumers as aesthetic subjects co-create the aesthetic experience of the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 432-437.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:joinma:v:7:y:2015:i:3:p:119-132:n:7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.