| Titre : |
The influence of nostalgia on food consumption : Which features of a brand most influence nostalgic individuals in their food consumption ? |
| Type de document : |
Mémoire |
| Auteurs : |
Lisa KANDIN, Auteur |
| Année de publication : |
2019 |
| Importance : |
32 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
IMAGE DE MARQUE ; CONSOMMATION ; PRODUIT ALIMENTAIRE DIVERS SECTEUR ; STRATEGIE
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| Résumé : |
In this paper, we discussed the influence of a specific emotion, nostalgia for a brand, on food consumption. As we already knew from previous researches that nostalgia has impact on food consumption, we tried to understand more precisely how this influence is working. We also wanted to understand which specific features of a brand influence nostalgic individuals in their food consumption. This qualitative study is based on 6 direct interviews with nostalgic consumers. We showed that the context of consumption has a very important impact on nostalgia towards brands, especially places and people. We identified that features such as colors, taste, packaging, and at a second level, the logo and the mascot are essential for brand identification and nostalgic response. We also pointed out that packaging and advertising campaign can be used to revive a brand for nostalgic consumers. Then, we explored reaction from nostalgic consumers towards change and innovations. In majority, change was accepted if the essence of the brand was kept and if it made sense for consumers. Based on these observations, we developed theoretical recommendations for researchers and practical recommendations for marketers, to use in their brand strategies towards nostalgic consumers.
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| Note de contenu : |
PGE: Bibliogr.P. 26-32 |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497674 |
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The influence of nostalgia on food consumption : Which features of a brand most influence nostalgic individuals in their food consumption ? / 2019 
