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Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices - Hardcover

Pichierri, Marco

 
9783031215452: Nostalgia Marketing: Rekindling the Past to Influence Consumer Choices
Hardcover
ISBN 10: 3031215451 ISBN 13: 9783031215452
Verlag: Palgrave Macmillan, 2023

Inhaltsangabe

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 sport 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. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.

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Über die Autorin bzw. den Autor

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.


Von der hinteren Coverseite

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.

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Verlag
Palgrave Macmillan
Erscheinungsdatum
2023
Sprache
Englisch
ISBN 10 
3031215451
ISBN 13 
9783031215452
Einband
Gebundene Ausgabe
Anzahl der Seiten
175
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