Pages: 2

In recent years, there has been a noticeable trend towards marketing initiatives that appeal to consumers’ emotions, experiences, and memories. Nostalgia serves as a key foundation for building a strong bond between consumers and brands. This book delves into the essence of nostalgic branding by exploring the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and demonstrating how to position nostalgic brands, with the toy market as a case study.

Pages: 61

No chapter abstract available.

Pages: 19

In the first chapter, a literature review sets the stage by providing a comprehensive overview of the concept of nostalgia and laying out the theoretical dimensions of this book. First, it introduces the definition of nostalgia and traces its evolution from its ancient origins to its current stage of knowledge. An insight into the phenomenon of nostalgia with special regard to its types, definitions, conceptualisations, and characterisations is necessary in order to understand the cognitive-affective elaborateness of this feeling. The chapter also presents the definitions of nostalgia from a marketing perspective and discusses the role and types of nostalgia within the field.

Pages: 20

The second chapter defines the concept of a nostalgic brand and offers a classification of nostalgic brands. It also provides an overview of the literature on consumer behaviour, focusing on the use of nostalgia in brand management. Finally, the authors present findings from a systematic literature review to identify research gaps related to the application of nostalgia in the toy industry.

Pages: 20

This chapter explores the relationship between nostalgia, consumer motivation, and behaviour, with a particular focus on how these factors influence the perception of nostalgic brands. The authors aim to provide a comprehensive overview of the concepts of brand perception and consumer motivation, drawing on established literature from the fields of psychology and management. The chapter explores various perspectives on types of motivation, emphasising the underlying whys behind specific consumer actions. Furthermore, it addresses individuals’ predisposition towards nostalgic behaviour, trying to explain how these tendencies shape their engagement with nostalgic brands.

Pages: 64

No chapter abstract available.

Pages: 32

Chapter 4 presents the methodological aspects and justification for the selection of research instruments enabling triangulation, which are introduced and described in full detail. This chapter also presents the findings of a qualitative study, which utilised the method of direct communication with respondents using focus groups. The research was conducted among 72 consumers representing X (1965–1980), Y (1981–1996), and Z (1997+) generations in six meetings held in the second and fourth quarters of 2022. Further analysis of the toy manufacturers’ assortment using the Internet and printed catalogues provided information concerning which brands could be deemed to implement nostalgia-oriented strategies. As a result, six brands were selected for this study: LEGO, Barbie, Power Rangers, My Little Pony, Pokémon, and Transformers.

Pages: 30

Chapter 5 presents the results of quantitative research conducted using a survey questionnaire to facilitate indirect communication with respondents. It includes both graphical and descriptive representations of the statistical analyses performed. The study, carried out in the first quarter of 2023, involved 535 consumers from generations X, Y, and Z, focusing on their toy purchasing habits. Analysis of the data identified key factors influencing consumer decisions regarding the purchase of nostalgic brand toys. In addition, this chapter also synthesises existing research on brand positioning in light of the findings from both qualitative and quantitative studies. The results offer a meaningful contribution to the literature, addressing recent calls for research on the relationship between nostalgic positioning and consumers’ affective responses in consumer-product relationships. Additionally, the authors propose recommendations for developing effective brand positioning strategies in the toy industry, informed by the insights gained from the study.

Pages: 3

Although a growing body of research highlights that the bittersweet elements of nostalgia, such as feelings of happiness and sadness, can influence consumer-brand relationships by fostering a perception of brand authenticity, limited attention has been given to the role of nostalgia in shaping brand positioning strategies aligned with consumer motivations. Previous studies suggest that prior exposure to a brand significantly impacts purchasing decisions, indicating that positioning a brand as nostalgic can enhance purchase intentions and bolster brand loyalty. This monograph seeks to provide a comprehensive assessment of the impact of nostalgia on brand positioning on the example of the toy industry, with a focus on brand perception and consumer motivations.