Nostalgia marketing : rekindling the past to influence consumer choices / / Marco Pichierri
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| Autore: |
Pichierri Marco
|
| Titolo: |
Nostalgia marketing : rekindling the past to influence consumer choices / / Marco Pichierri
|
| Pubblicazione: | Cham, Switzerland : , : Palgrave Macmillan, , [2023] |
| ©2023 | |
| Edizione: | 1st ed. 2023. |
| Descrizione fisica: | 1 online resource (166 pages) |
| Disciplina: | 780 |
| Soggetto topico: | Marketing |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 1: Nostalgia marketing and consumer behavior -- 2: Nostalgic advertising usage in sports season tickets campaigns -- 3: The impact of nostalgic advertising on consumer willingness to donate during a crisis -- 4: Examining nostalgic advertising effectiveness in sustainable food consumption behavior -- 5: A systematic review of nostalgia-based marketing strategies in sport tourism -- 6: Conclusions. |
| Sommario/riassunto: | The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sports marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research on the topic. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications. Marco Pichierri is Assistant Professor of Marketing and Business Management at the University of Bari “Aldo Moro” in Bari, Italy. His main research focus is on consumer behavior and advertising effectiveness. His works have been published in several international peer-reviewed journals such as the Journal of Advertising Research, Journal of Business Research, Journal of Interactive Marketing, Marketing Letters, Computers in Human Behavior, Journal of Services Marketing, and Current Issues in Tourism. |
| Titolo autorizzato: | Nostalgia Marketing |
| ISBN: | 3-031-20914-1 |
| 9783031209147 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910682593303321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Palgrave pivot.