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Nostalgie: de l'optique des consommateurs à celle des marques

Author

Listed:
  • Aurélie Kessous

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Elyette Roux

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Nostalgia: from the perspective of the consumers to that of brandsThis article aims at comparing the benefits that consumers derive from consumption based on nostalgia. It alsoaddresses the incremental advantages gained by companies through the use of nostalgia in brand management. Two complementary qualitative studies, one with 45 consumers, and the other with 10 marketing managers, serve as the basis for the analysis. Results from qualitative as well as quantitative evaluations support operational efficiency associated with using nostalgia in brand management.

Suggested Citation

  • Aurélie Kessous & Elyette Roux, 2014. "Nostalgie: de l'optique des consommateurs à celle des marques," Post-Print hal-02360825, HAL.
    • Handle: RePEc:hal:journl:hal-02360825
    DOI: 10.7193/DM.075.117.133
    as

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