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

Author

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  • 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
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    References listed on IDEAS

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    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.
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