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Teaching old brands new tricks: retro branding and the revival of brand meaning

Brown, Stephen - ; Kozinets, Robert V. - ; Sherry, John F. - ;

Retro brands are relaunched historical brands with updated features. The authors conduct a netnographic analysis of two retro brands, the Volkswagen New Beetle and Star Wars: Episode I-The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antimony (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers..Printed Journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekBrands
Market research
Motion pictures
Automobiles
ISBN/ISSN222429
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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