IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v36y2019i4p669-686.html
   My bibliography  Save this article

Nostalgia marketing and (re-)enchantment

Author

Listed:
  • Hartmann, Benjamin J.
  • Brunk, Katja H.

Abstract

Most marketing and branding activities are essentially concerned with enchantment—the rendering of the ordinary into something special. To create enchantment, companies are increasingly marketing past-themed brands and products. Yet, there is little research about why and how such nostalgia marketing creates enchantment for consumers. Building on different modalities of nostalgia identified in sociological literature (reluctant nostalgia, progressive nostalgia, and playful nostalgia), we analyze the creation of enchantment through a longitudinal, qualitative, multi-method program of inquiry. We find three routes to enchantment grounded in different nostalgia modes: (1) re-instantiation (symbolic retrojection into a past), (2) re-enactment (reflexively informing the present with past-themed brands and practices), and (3) re-appropriation (ludic re-interpretation of the past). By unfolding the different ways in which marketers can press rewind to create enchantment, we discern important implications for theorizing and managing past-themed brands in terms of marketing strategy, targeting and positioning, brand experience design, and marketing communications.

Suggested Citation

  • Hartmann, Benjamin J. & Brunk, Katja H., 2019. "Nostalgia marketing and (re-)enchantment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 669-686.
    • Handle: RePEc:eee:ijrema:v:36:y:2019:i:4:p:669-686
    DOI: 10.1016/j.ijresmar.2019.05.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S016781161930028X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2019.05.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zhou, Ling & Wang, Tao & Zhang, Qin & Mou, Yupeng, 2013. "Consumer insecurity and preference for nostalgic products: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2406-2411.
    2. Xinyue Zhou & Tim Wildschut & Constantine Sedikides & Kan Shi & Cong Feng, 2012. "Nostalgia: The Gift That Keeps on Giving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(1), pages 39-50.
    3. Merchant, Altaf & Rose, Gregory M., 2013. "Effects of advertising-evoked vicarious nostalgia on brand heritage," Journal of Business Research, Elsevier, vol. 66(12), pages 2619-2625.
    4. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    5. Katja H Brunk & Markus Giesler & Benjamin J Hartmann & Darren DahlEditor & Craig ThompsonAssociate Editor, 2018. "Creating a Consumable Past: How Memory Making Shapes Marketization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1325-1342.
    6. Katherine E. Loveland & Dirk Smeesters & Naomi Mandel, 2010. "Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 393-408, October.
    7. Holt, Douglas B, 1997. "Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in Postmodernity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 326-350, March.
    8. Dion, Delphine & Borraz, Stéphane, 2015. "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 77-84.
    9. Holbrook, Morris B, 1993. "Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 245-256, September.
    10. Stephen Brown & Pierre McDonagh & Clifford J. Shultz II, 2013. "Titanic: Consuming the Myths and Meanings of an Ambiguous Brand," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 595-614.
    11. Robert V. Kozinets, 2008. "Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 865-881, October.
    12. Wallendorf, Melanie & Arnould, Eric J, 1991. ""We Gather Together": Consumption Rituals of Thanksgiving Day," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 13-31, June.
    13. Celsi, Richard L & Rose, Randall L & Leigh, Thomas W, 1993. "An Exploration of High-Risk Leisure Consumption through Skydiving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 1-23, June.
    14. Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    15. Dion, Delphine & Mazzalovo, Gérald, 2016. "Reviving sleeping beauty brands by rearticulating brand heritage," Journal of Business Research, Elsevier, vol. 69(12), pages 5894-5900.
    16. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    17. Wallendorf, Melanie & Brucks, Merrie, 1993. "Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 339-359, December.
    18. Craig Thompson & Kelly Tian, 2008. "Reconstructing the South: How Commercial Myths Compete for Identity Value through the Ideological Shaping of Popular Memories and Countermemories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 595-613, July.
    19. Delphine Dion & Stéphane Borraz, 2015. "Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry," Post-Print halshs-02023399, HAL.
    20. Robin Canniford & Avi Shankar, 2013. "Purifying Practices: How Consumers Assemble Romantic Experiences of Nature," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 1051-1069.
    21. Jannine D. Lasaleta & Constantine Sedikides & Kathleen D. Vohs, 2014. "Nostalgia Weakens the Desire for Money," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 713-729.
    22. Veenis, Milena, 2011. "Cola in the German Democratic Republic. East German Fantasies on Western Consumption," Enterprise & Society, Cambridge University Press, vol. 12(3), pages 489-524, September.
    23. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    24. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mirzaei, Abas & Wilkie, Dean C. & Siuki, Helen, 2022. "Woke brand activism authenticity or the lack of it," Journal of Business Research, Elsevier, vol. 139(C), pages 1-12.
    2. Kwan, Canice M.C. & Cheng, Shirley Y.Y. & Tsang, Alex S.L., 2023. "Societal reminiscence and decisions for a better society: A belief in progress explanation," Journal of Business Research, Elsevier, vol. 154(C).
    3. Byrom, John & Light, Duncan & Medway, Dominic & Parker, Cathy & Zenker, Sebastian, 2024. "Post-holiday memory work: Everyday encounters with fridge magnets," Annals of Tourism Research, Elsevier, vol. 105(C).
    4. Tesio Pauline & Aurélie Kessous, 2022. "Perceptions Du Vintage Par Le Consommateur : Analyse Par La Methode Du Carre Semiotique « Distance »/« Proximite »," Post-Print halshs-03865831, HAL.
    5. Lovell, Jane & Griffin, Howard, 2022. "Unfamiliar light: the production of enchantment," Annals of Tourism Research, Elsevier, vol. 92(C).
    6. Volpert, Johanna & Michel, Géraldine, 2022. "Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands," Journal of Business Research, Elsevier, vol. 153(C), pages 479-493.
    7. Pade, Robin & Feurer, Sven, 2022. "The mitigating role of nostalgia for consumer price unfairness perceptions in response to disadvantageous personalized pricing," Journal of Business Research, Elsevier, vol. 145(C), pages 277-287.
    8. Couder, Julien & Valette-Florence, Pierre, 2024. "How do customers experience terroir? An investigation of its ability to increase brand relationship quality," Journal of Business Research, Elsevier, vol. 181(C).
    9. Bruckberger, Gianna & Fuchs, Christoph & Schreier, Martin & Osselaer, Stijn M.J. Van, 2023. "Retailing Groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness," Journal of Retailing, Elsevier, vol. 99(4), pages 594-604.
    10. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mathilde Pulh & Rémi Mencarelli & Damien Chaney, 2019. "The consequences of the heritage experience in brand museums on the consumer–brand relationship," Post-Print halshs-02142424, HAL.
    2. Kwan, Canice M.C. & Cheng, Shirley Y.Y. & Tsang, Alex S.L., 2023. "Societal reminiscence and decisions for a better society: A belief in progress explanation," Journal of Business Research, Elsevier, vol. 154(C).
    3. Schembri, Sharon, 2009. "Reframing brand experience: The experiential meaning of Harley-Davidson," Journal of Business Research, Elsevier, vol. 62(12), pages 1299-1310, December.
    4. Fabien Pecot & Gregory Rose & Altaf Merchant & Sunmee Choi, 2023. "Brand heritage across cultures: U.S.A., France and South Korea," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 49-60, January.
    5. Dion, Delphine & Mazzalovo, Gérald, 2016. "Reviving sleeping beauty brands by rearticulating brand heritage," Journal of Business Research, Elsevier, vol. 69(12), pages 5894-5900.
    6. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.
    7. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    8. Pecot, Fabien & Merchant, Altaf & Valette-Florence, Pierre & De Barnier, Virginie, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Journal of Business Research, Elsevier, vol. 85(C), pages 304-316.
    9. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    10. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    11. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    12. Naeem Gul Gilal & Jing Zhang & Faheem Gul Gilal & Rukhsana Gul Gilal, 2020. "Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 160-180, March.
    13. Chaney, Damien & Pulh, Mathilde & Mencarelli, Rémi, 2018. "When the arts inspire businesses: Museums as a heritage redefinition tool of brands," Journal of Business Research, Elsevier, vol. 85(C), pages 452-458.
    14. Katja H Brunk & Markus Giesler & Benjamin J Hartmann & Darren DahlEditor & Craig ThompsonAssociate Editor, 2018. "Creating a Consumable Past: How Memory Making Shapes Marketization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1325-1342.
    15. Volpert, Johanna & Michel, Géraldine, 2022. "Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands," Journal of Business Research, Elsevier, vol. 153(C), pages 479-493.
    16. Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim, 2022. "The effects of nostalgia marketing on consumers’ brand extension evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 271-286, May.
    17. Damien Chaney & Mathilde Pulh & Rémi Mencarelli, 2018. "When the arts inspire businesses: Museums as a heritage redefinition tool of brands," Post-Print hal-01698405, HAL.
    18. Fabien Pecot & Virginie Barnier, 2018. "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    19. Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
    20. von Wallpach, Sylvia & Hemetsberger, Andrea & Thomsen, Thyra Uth & Belk, Russel W., 2020. "Moments of luxury – A qualitative account of the experiential essence of luxury," Journal of Business Research, Elsevier, vol. 116(C), pages 491-502.
    21. Kun Zhou & Xiaoyin Ye & Jun Ye, 2021. "Longing for the past and embracing the new: Does nostalgia increase new product adoption?," Marketing Letters, Springer, vol. 32(4), pages 477-498, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:36:y:2019:i:4:p:669-686. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.