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The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group

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  • Lubiński Kamil

    (Faculty of Management and Production Engineering, Lodz University of Technology, Lodz, Poland)

Abstract

Objective: The purpose of this paper was to examine the effect that nostalgia-oriented strategy has on the Millennials’ perception of the LEGO brand.Methodology: The methodology was based on past research in the field and used a modified version of a questionnaire developed by Pascal et al. (2002).Findings: The research was conducted among 203 young respondents in the second quarter of 2019. During the realization of research, the indirect method of gathering information, using a survey technique was applied. The survey was conducted with the application of the techniques of electronic survey. The research methodology was based on past research in the field and a modified version of a questionnaire developed by Pascal et al. (2002) was used.Value Added: This paper is the first to have found that companies operating in the toy industry are using nostalgia with aim of sustaining the brand loyalty.Recommendations: The toy industry has become pretty much an unfair place to do business these days, as the biggest toymakers are involved in a fierce fight for the next generations of kids enamoured with the latest high-tech wonders. This paper demonstrates how LEGO®’s efforts reaped dividends as they have begun to address Millennials. It can be said, then, that the future of marketing in the following months would involve nostalgia as a major tool accelerating all the strategic endeavours in this clash of brands as the trend described hereinafter does not seem to slow down.

Suggested Citation

  • Lubiński Kamil, 2020. "The Study of Nostalgia-Oriented Strategy Aimed at Millennials on The Example of The Lego Group," Journal of Intercultural Management, Sciendo, vol. 12(2), pages 82-105, June.
    • Handle: RePEc:vrs:joinma:v:12:y:2020:i:2:p:82-105:n:4
    DOI: 10.2478/joim-2020-0039
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    References listed on IDEAS

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    1. 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.
    2. Gilles Laurent & Raphaelle Lambert-Pandraud, 2010. "Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness," Post-Print hal-00528378, HAL.
    3. Aurélie Kessous & Elyette Roux, 2008. "A semiotic analysis of nostalgia as a connection to the past," Post-Print hal-01828609, HAL.
    4. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. "The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 326-351, December.
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    More about this item

    Keywords

    LEGO; Nostalgia; Brand Management; Toys; Millennials;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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