Sökning: "nostalgic marketing"
Visar resultat 1 - 5 av 11 uppsatser innehållade orden nostalgic marketing.
1. Echoes of the past: A Qualitative Study on Personal and Historical Nostalgia and their Impact on Consumer Identity
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis Purpose: The purpose of this study is to explore young consumers' identity creation in the context of nostalgic consumption and marketing. The study seeks to deepen the understanding of how young consumers construct their identities by exploring the impact of two forms of nostalgia, personal and historical. LÄS MER
2. The TikTok effect: How TikTok is shaping the way we consume music
Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Digitalization has in recent years transformed the music industry and how people consume music. Simultaneously, the social media app TikTok has emerged as a major player in marketing, using its unique algorithmic structure and user-generated content to become a powerful marketing tool for musicians and record labels alike. LÄS MER
3. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.
Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakultetenSammanfattning : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. LÄS MER
4. Luxury fashion and nostalgia : A study from a marketing perspective
Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomiSammanfattning : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. LÄS MER
5. Sverige, lovar guld och gröna skogar? - En multimodal analys av hur semiotiska resurser och visuell framing används inom platsvarumärkning
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Turistindustrin runt om i världen fick snabbt anpassa sig till de restriktioner för resor som tillkom i samband med COVID-19. Visit Sweden, Sveriges officiella organisation för turism, bestämde sig för att lansera en kampanj som använder strategier inom platsvarumärkning för att uppmuntra svenskar att agera turister i sitt eget land. LÄS MER