IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6239-719-4_7.html

Research on Brand Innovation Strategy and Emotional Marketing of Time-honored Brands Based on Consumers’ Nostalgia

Author

Listed:
  • Chenyan Tu

    (Bayes Business School, City St George’s, University of London)

Abstract

Taking MOUTAI as a marketing narrative case, this paper explores how time-honored brands balance the dual paths of nostalgia and innovation in marketing strategies in the escalating consumer market. This paper aims to explore how old brands can effectively use consumers’ nostalgia and realize the connection between the remodeling of brand assets and young consumer groups. This paper explores the development dilemma of MOUTAI and its coping mode. The results show that time-honored brands need to innovate on the basis of adhering to cultural authenticity, which provides strategic enlightenment for the rejuvenation of time-honored brands in the theoretical framework.

Suggested Citation

  • Chenyan Tu, 2026. "Research on Brand Innovation Strategy and Emotional Marketing of Time-honored Brands Based on Consumers’ Nostalgia," Advances in Economics, Business and Management Research,, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-719-4_7
    DOI: 10.2991/978-94-6239-719-4_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:spr:advbcp:978-94-6239-719-4_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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.