Retro Marketing – A Power of Nostalgia Which Works Among the Audience

Authors

  • Mária Holotová Slovak University of Agriculture Author
  • Zdenka Kádeková Slovak University of Agriculture Author
  • Ingrida Košičiarová Slovak University of Agriculture Author

DOI:

https://doi.org/10.0000/h3chqf55

Keywords:

brand, consumer behaviour, marketing communication, nostalgia, retro marketing

Abstract

The nostalgia behind historic brands and trends is definitely making large waves in the consumer market. With a good idea, even the most modern company can engage in a retro revolution. Studies suggest that nostalgia encourages consumers to spend their money by promising an immediate return in the form of happy memories. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. Brands, especially those that served as milestones of a particular generation should design a heart-warming nostalgia marketing strategy to make a product appeal to a target market. Lots of organisations are falling back into retro marketing as a strategy to increase sales and they are raking in profits. The aim of the study is to present the relevance and possibilities of using ‘retro trend’ in marketing communication and to point out the power of nostalgia between different age generations. In this scholarly article, examples of retro-communication of global and local food brands are presented. The current marketing situation is described by outcomes of similar studies provided by professional agencies, and economic benefits concerning retro communication campaigns are also provided. In order to meet the objectives of the study, our own research was conducted (530 respondents from the Slovak Republic belonging to Generations Z, Millennials, Generation X and Baby Boomers were involved in the research). The research findings confirmed the significance of retro marketing communication and its impact on consumers attitudes between the abovementioned age generations. For statistical processing of the results, we used the Kruskal-Wallis Test, Dunn’s Test of Contrasts, Fisher’s Exact Test and Chi-Square Test of Independence.

Author Biographies

  • Mária Holotová, Slovak University of Agriculture

    Mária Holotová is an Assistant Professor at the Department of Marketing and Trade at the Faculty of Economics and Management, SUA in Nitra. She gives lectures related to marketing communication, managerial communication, consumer behaviour, sustainability in food industry and CSR. She has cooperated with the Slovak Agricultural and Food Chamber, evaluating and participating in several projects. Her scientific and research activities, as well as the works she has published in foreign and domestic conference proceedings, scholarly journals and monographs, reflect on the above-mentioned issues and topics she is interested in.

  • Zdenka Kádeková, Slovak University of Agriculture

    Zdenka Kádeková is an Assistant Professor at the Department of Marketing and Trade, Faculty of Economics and Management, SUA in Nitra. Her lecturing activities are focused on marketing, marketing communication, managerial communication, commercial business, social networks and consumer behaviour. She is also a lecturer of MBA study at the FEM SUA in Nitra. Her scholarly works are aimed mainly at the marketing communication field, especially at the relations between PR and CSR in food industry. She publishes in foreign and domestic conference proceedings, scientific journals and monographs.

  • Ingrida Košičiarová, Slovak University of Agriculture

    Ingrida Košičiarová is an Assistant Professor at the Department of Marketing and Trade, Faculty of Economics and Management, SUA in Nitra. She teaches various marketing and management courses in Slovak and English (her specialisation includes retailing and merchandising, management of trading companies, managerial communication and international trade), two modules at the MBA studies focusing on marketing and marketing communication. Her scientific and research activities are aimed at communication policy as well as private labels. She publishes her works reflecting on these issues and topics in foreign and domestic conference proceedings, scientific journals and monographs.

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Published

2020-11-24

Issue

Vol. 11 No. 2 (2020): Communication Today 2/2020

Section

Research studies

License

Copyright (c) 2020 Communication Today

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Holotová, M., Kádeková, Z., & Košičiarová, I. (2020). Retro Marketing – A Power of Nostalgia Which Works Among the Audience. Communication Today, 11(2), 148-165. https://doi.org/10.0000/h3chqf55