One notable trend that can be observed in the 21st century is the increasing visibility of objects that stem from or look like products of past times. In nearly every market segment consumers nowadays can find products from bygone decades. Concerning automobiles, for example, the industry offers the New Beetle of Volkswagen, a modernised version of the Mini Cooper of BWM, and the PT Cruiser of Chrysler. With regard to furniture, consumers witness the reoccurrence of beanbags, inflatable chairs and fringed carpets (Flokati), just like the ones that were popular during the 70ies. Fashion companies like Hennes & Mauritz (H&M) and C&A (founders: Clemens & August Brenninkmeyer), as well as sports wear producers like Adidas and Puma, offer clothes that look like the fashion from the 60ies or 80ies. Taking a closer look to the German market, the TV broadcasts 80ies TV-shows, such as for example “Die 80er Jahre Show” (translation: The 80ies show) or the “Comeback Show”. Add to this, nightclubs and cafes are even decorated with 70ies wallpaper. Furthermore, the beverage industry offers soft drinks and syrups that were popular during the 70ies and 80ies such as TRiTOP, Bluna and Afri Cola (Eberenz, 2003; Seidel, 2003).
Sometimes, these products are just nostalgia styled like the PT Cruiser. The vehicle looks partly like a “1920s gangster car, part[ly like a] 1950s hot rod and part[ly like a] London taxicab” (Ball, 1999). However, other products appear with the name of a once very prominent brand. These brands had either completely disappeared from the market or had become for some reason unfavourable in the eyes of consumers and sales levelled towards zero.
Inhaltsverzeichnis (Table of Contents)
- 1 INTRODUCTION
- 1.1 GENERAL INTRODUCTION TO THE TOPIC
- 1.2 PROBLEM STATEMENT
- 1.3 SUB QUESTIONS
- 1.4 CONTRIBUTIONS OF THE STUDY
- 1.4.1 THEORETICAL CONTRIBUTION
- 1.4.2 PRACTICAL CONTRIBUTION
- 1.5 OUTLINE OF THE STUDY
- 2 BRANDS AND BRAND REVIVAL
- 2.1 INTRODUCTION
- 2.2 THE CONCEPT OF THE BRAND
- 2.2.1 BRAND DEFINITION
- 2.2.2 THE ROLE OF A BRAND FOR CONSUMERS
- 2.2.3 ROLE OF A BRAND FOR COMPANIES
- 2.3 RETRO BRANDING
- 2.3.1 THE NOTION OF BRAND EQUITY
- 2.3.2 DEFINITION OF RETRO BRANDING
- 2.3.3 DIFFERENTIATION TO SIMILAR CONCEPTS
- 2.4 CONCLUSION
- 3 OPPORTUNITIES AND RISKS OF BRAND REVIVAL (RETRO BRANDING)
- 3.1 INTRODUCTION
- 3.2 CHANGED CONDITIONS OF BRAND MANAGEMENT
- 3.2.1 SAVVY CONSUMERS
- 3.2.2 BRAND PROLIFERATION
- 3.2.3 AGEING CUSTOMER BASES
- 3.2.4 NEW BRAND LAUNCHES WITH INCREASED COMPETITION
- 3.3 RETRO BRANDING AND LINE EXTENSION
- 3.3.1 LINE EXTENSION
- 3.3.2 INTEGRATING RETRO BRANDING
- 3.4 OPPORTUNITIES OF RETRO BRANDING
- 3.4.1 CONSUMER LEVEL
- 3.4.2 RETAIL LEVEL
- 3.4.3 COMPANY LEVEL
- 3.5 RISKS OF RETRO BRANDING
- 3.6 CONCLUSION
- 4 FACTORS INFLUENCING THE INTENTION TO BUY RETRO BRANDS
- 4.1 INTRODUCTION
- 4.2 THE BASIC INFLUENCING CONCEPTS OF NOSTALGIA AND AUTHENTICITY
- 4.2.1 NOSTALGIA
- 4.2.2 NOSTALGIA AND RETRO BRANDS
- 4.2.2.1 Communal nostalgia
- 4.2.2.2 Personal nostalgia
- 4.2.2.3 Historical Nostalgia
- 4.2.3 THE QUEST FOR AUTHENTICITY
- 4.2.4 QUEST FOR AUTHENTICITY AND RETRO BRANDS
- 4.3 ADDITIONAL INFLUENCING FACTORS
- 4.3.1 IDENTITY AND RETRO BRANDS
- 4.3.2 INDIVIDUALISM AND RETRO BRANDS
- 4.3.3 BRAND FAMILIARITY AND RETRO BRANDS
- 4.3.4 PERCEIVED QUALITY AND RETRO BRANDS
- 4.3.5 UPDATING AND RETRO BRANDS
- 4.4 CONCLUSION
- 5 METHODOLOGY
- 5.1 INTRODUCTION
- 5.2 PRIMARY DATA AND SECONDARY DATA
- 5.3 QUALITATIVE VERSUS QUANTITATIVE RESEARCH
- 5.4 RESEARCH APPROACH
- 5.5 ANALYSIS OF THE RESULTS
- 5.6 ASSESSMENT OF THE RESEARCH
- 5.7 CONCLUSION
- 6 DISCUSSION OF THE RESULTS
- 6.1 INTRODUCTION
- 6.2 NOSTALGIA
- 6.2.1 PROPOSITION 1A
- 6.2.2 PROPOSITION 1B
- 6.2.3 PROPOSITION 1C
- 6.2.4 PROPOSITION 1D
- 6.3 AUTHENTICITY
- 6.3.1 PROPOSITION 2A
- 6.3.2 PROPOSITION 2B
- 6.4 IDENTITY
- 6.4.1 PROPOSITION 3
- 6.5 INDIVIDUALISM
- 6.5.1 PROPOSITION 4A
- 6.5.2 PROPOSITION 4B
- 6.6 FAMILIARITY WITH THE BRAND NAME
- 6.6.1 PROPOSITION 5A
- 6.6.2 PROPOSITION 5B
- 6.6.3 PROPOSITION 5C
- 6.7 PERCEIVED QUALITY
- 6.7.1 PROPOSITIONS 6A AND 6B
- 6.7.2 PROPOSITION 6C
- 6.8 UPDATING
- 6.8.1 PROPOSITION 7
- 6.9 ADDITIONAL FACTOR: CHEATING
- 6.10 CONCLUSION
- 6.10.1 INITIAL TRIAL OF RETRO BRANDS BY OLDER CONSUMERS
- 6.10.2 ONGOING PURCHASES OF RETRO BRANDS BY OLDER CONSUMERS
- 6.10.3 INITIAL TRIAL OF RETRO BRANDS BY YOUNGER CONSUMERS
- 6.10.4 ONGOING PURCHASES OF RETRO BRANDS BY YOUNGER CONSUMERS
- 7 CONCLUSION
- 7.1 RECOMMENDATIONS
- 7.1.1 PRODUCT-RELATED DECISIONS
- 7.1.2 PROMOTION-RELATED DECISIONS
- 7.1.3 PRICE-RELATED DECISIONS
- 7.1.4 PLACE-RELATED DECISIONS
- 7.1.5 OUTLOOK
- 7.2 FURTHER RESEARCH
- 7.3 LIMITATIONS
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate consumer motivations behind the consumption of retro brands. It seeks to understand the factors influencing purchase intentions and explores the opportunities and risks associated with retro branding for companies.
- Consumer motivations for retro brand consumption
- The role of nostalgia and authenticity in retro brand appeal
- The influence of identity, individualism, and brand familiarity
- Opportunities and risks of retro branding for companies
- Marketing implications of retro brand strategies
Zusammenfassung der Kapitel (Chapter Summaries)
1 INTRODUCTION: This introductory chapter sets the stage for the entire thesis. It provides a general introduction to the topic of retro branding, clearly defining the problem statement and outlining the scope of the study. It also articulates the study's contributions, both theoretically and practically, and provides a roadmap of the subsequent chapters, guiding the reader through the research design and anticipated findings. The chapter establishes the core question driving the research and highlights the significance of understanding consumer behavior in relation to retro brands.
2 BRANDS AND BRAND REVIVAL: This chapter lays the groundwork by defining the concept of a brand from both a consumer and company perspective. It delves into the significance of brand equity and provides a clear definition of retro branding, differentiating it from similar concepts. This foundational understanding of branding principles and retro branding's unique characteristics is crucial for the subsequent analysis of consumer motivations and market dynamics.
3 OPPORTUNITIES AND RISKS OF BRAND REVIVAL (RETRO BRANDING): This chapter explores the dynamic landscape of brand management, highlighting shifts in consumer behavior, increased competition, and the challenges of managing aging customer bases. It examines the integration of retro branding as a line extension strategy, detailing both the potential opportunities at the consumer, retail, and company levels. Conversely, it carefully considers the inherent risks associated with reviving older brands, offering a balanced perspective on the strategic implications of retro branding initiatives. The chapter provides a framework for understanding the strategic considerations for companies engaging in retro branding.
4 FACTORS INFLUENCING THE INTENTION TO BUY RETRO BRANDS: This crucial chapter delves into the core psychological and sociological factors driving consumer interest in retro brands. It focuses on the pivotal roles of nostalgia and authenticity, exploring the nuances of communal, personal, and historical nostalgia. Beyond these core concepts, the chapter analyzes the influence of identity, individualism, brand familiarity, perceived quality, and brand updating strategies on purchasing decisions. It lays the groundwork for the empirical analysis presented later.
5 METHODOLOGY: This chapter provides a transparent and detailed explanation of the research methodology employed in the study. It clarifies the sources of data utilized, differentiating between primary and secondary data. Further, it justifies the choice of a qualitative or quantitative research approach, detailing the chosen research design and explaining the methods applied for data analysis. The chapter concludes with a critical assessment of the research limitations, adding to the study's overall credibility and rigor.
6 DISCUSSION OF THE RESULTS: This chapter presents a detailed analysis of the findings, systematically examining the influence of each factor investigated (nostalgia, authenticity, identity, individualism, brand familiarity, perceived quality, and updating) on consumers' intention to buy retro brands. It dissects the results proposition by proposition, providing a comprehensive exploration of the relationships between these factors and consumer behavior. The integration and synthesis of findings from various propositions help create a holistic understanding of the consumer decision-making process when faced with retro brands.
Schlüsselwörter (Keywords)
Retro branding, consumer behavior, nostalgia, authenticity, brand equity, brand revival, marketing strategy, consumer motivation, purchase intention, identity, individualism, brand familiarity, perceived quality.
Frequently Asked Questions: A Comprehensive Language Preview on Retro Branding
What is the main topic of this study?
This study investigates consumer motivations behind the consumption of retro brands. It aims to understand the factors influencing purchase intentions and explores the opportunities and risks associated with retro branding for companies.
What are the key themes explored in this study?
Key themes include consumer motivations for retro brand consumption, the role of nostalgia and authenticity in retro brand appeal, the influence of identity, individualism, and brand familiarity, opportunities and risks of retro branding for companies, and marketing implications of retro brand strategies.
What is the structure of the study?
The study is structured into seven chapters. Chapter 1 provides a general introduction, problem statement, and research objectives. Chapter 2 defines brands and brand revival, including retro branding. Chapter 3 analyzes the opportunities and risks of retro branding. Chapter 4 examines factors influencing the intention to buy retro brands, focusing on nostalgia, authenticity, identity, individualism, brand familiarity, and perceived quality. Chapter 5 details the research methodology. Chapter 6 discusses the results, analyzing propositions related to each influencing factor. Chapter 7 concludes the study with recommendations, suggestions for further research, and limitations.
What are the key factors influencing the intention to buy retro brands?
The study identifies several key factors: nostalgia (communal, personal, and historical), authenticity, identity, individualism, brand familiarity, perceived quality, and the role of updating the brand. Each factor's influence is explored in detail and analyzed through specific propositions within the results chapter.
What methodologies were used in this study?
The study uses both primary and secondary data and employs a methodology clearly described in Chapter 5. The type of research approach (qualitative or quantitative) is detailed, along with data analysis methods and an assessment of research limitations.
What are the findings of the study?
Chapter 6 presents a detailed analysis of the results, examining the influence of each factor on consumer purchase intentions. The results are organized into propositions, offering a comprehensive understanding of how nostalgia, authenticity, and other factors contribute to consumer behavior regarding retro brands. The chapter also considers additional factors that may impact the decision-making process.
What are the conclusions and recommendations of the study?
The concluding chapter (Chapter 7) summarizes the key findings and offers recommendations for product-related, promotion-related, price-related, and place-related decisions for companies engaging in retro branding. It also suggests areas for further research and acknowledges limitations of the study.
What are the limitations of this study?
The limitations of the study are addressed in the concluding chapter. This section enhances the study’s credibility by acknowledging potential biases or constraints impacting the research's scope and conclusions.
What keywords are associated with this study?
Keywords include retro branding, consumer behavior, nostalgia, authenticity, brand equity, brand revival, marketing strategy, consumer motivation, purchase intention, identity, individualism, brand familiarity, and perceived quality.
- Arbeit zitieren
- Nora Henning (Autor:in), 2004, Brands in the Retrospective. A consumer motivation study, München, GRIN Verlag, https://www.grin.com/document/36251
