The Effects of Nostalgia-based Advertising on a Toy Company’s Brand Equity: The Example of the LEGO Group
DOI:
https://doi.org/10.15678/ZNUEK.2020.0990.0602Słowa kluczowe:
LEGO, nostalgia, wartość marki, zarządzanie marką, zabawkiAbstrakt
Tytuł artykułu: Wpływ reklamy opartej na nostalgii na wartość marki w branży zabawkarskiej na przykładzie Grupy LEGO
Cel: Celem artykułu jest omówienie możliwości wykorzystania nostalgii jako narzędzia służącego do budowania lojalności konsumenckiej oraz wskazanie, jak ten konstrukt psychologiczny może oddziaływać na wartość marki.
Metodyka badań: Badania przeprowadzono na próbie N = 255 konsumentów z Polski (172 mężczyzn i 83 kobiety) z wykorzystaniem metody CAWI (computer assisted web interview) w panelu internetowym w miesiącach od czerwca do września 2020 r. Autor zdecydował się na badanie korelacyjne, mając na uwadze popularność tego modelu badawczego w literaturze przedmiotu.
Wyniki badań: Wyniki badań pokazały, że wcześniejsze doświadczenia z marką mają istotny wpływ na nostalgicznie ukierunkowaną chęć zakupu produktów tejże marki, t253 = 2,634, p = 0,009. Ponadto uczucia nostalgiczne żywione względem marki pozytywnie oddziaływały na siłę wartości marki LEGO® – skonceptualizowanej jako składającej się z czterech elementów.
Wnioski: Badania przedstawione w artykule mogą posłużyć zarówno menedżerom, jak i marketerom szukającym rozwiązań dywersyfikacyjnych, wpływając na poprawę efektywności podejmowanych przez nich działań marketingowych.
Wkład w rozwój dyscypliny: Wyniki badań wnoszą do literatury przedmiotu określenie wpływu działań marketingowych odwołujących się do uczuć nostalgicznych na wartość marki dla konsumentów w kontekście międzynarodowym.
Pobrania
Bibliografia
Aaker D. A. (1996), Building Strong Brands, The Free Press, New York, NY.
Ambler T. (2003), Marketing and the Bottom Line: Creating the Measures of Success, Financial Times/Prentice Hall, London.
Angé O., Berliner D. (2015), Anthropology of Nostalgia – Anthropology as Nostalgia, Berghahn Books, Brooklyn, NY. DOI: https://doi.org/10.3167/9781782384533
Belk R. W. (1991), Possessions and the Sense of Past, Odyssey.
Brown S. (2003), The Retromarketing Revolution: l’imagination au pouvoir, “International Journal of Management Reviews”, vol. 3, no 4, https://doi.org/10.1111/1468-2370.00070. DOI: https://doi.org/10.1111/1468-2370.00070
Brown S. (2018), Retro Galore! Is There No End to Nostalgia?, “Journal of Customer Behaviour”, vol. 17, no 1, https://doi.org/10.1362/147539218x15208755279216. DOI: https://doi.org/10.1362/147539218X15208755279216
Brown S., Kozinets R. V., Sherry J. F. (2003), Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival, “Journal of Customer Behaviour”, vol. 2, no 2, https://doi.org/10.1362/147539203322383537. DOI: https://doi.org/10.1362/147539203322383537
Cho H., Chiu W. (2020), Sport Nostalgia Builds Customer Equity and Future Behavior, “Marketing Intelligence & Planning”, vol. 39, no 2, https://doi.org/10.1108/MIP-03-2020-0106. DOI: https://doi.org/10.1108/MIP-03-2020-0106
Christodoulides G., Chernatony L. (2010), Consumer-based Brand Equity Conceptualisation and Measurement. A Literature Review, “International Journal of Market Research”, vol. 52, no 1, https://doi.org/10.2501/s1470785310201053. DOI: https://doi.org/10.2501/S1470785310201053
Cobb-Walgren C. J., Ruble C. A., Donthu N. (1995), Brand Equity, Brand Preference, and Purchase Intent, “Journal of Advertising”, vol. 24, no 3, https://doi.org/10.1080/00913367.1995.10673481. DOI: https://doi.org/10.1080/00913367.1995.10673481
Davis F. (1977), Nostalgia, Identity and the Current Nostalgia Wave, “Journal of Popular Culture”, vol. 11, no 2, https://doi.org/10.1111/j.0022-3840.1977.00414.x. DOI: https://doi.org/10.1111/j.0022-3840.1977.00414.x
Davis F. (1979), Yearning for Yesterday: A Sociology of Nostalgia, The Free Press, New York, NY.
Farquhar P. (1989), Managing Brand Equity, “Journal of Advertising Research”, vol. 30, no 4.
Goulding Ch. (2001), Romancing the Past: Heritage Visiting and the Nostalgic Consumer, “Psychology & Marketing”, vol. 18, no 6, https://doi.org/10.1002/mar.1021. DOI: https://doi.org/10.1002/mar.1021
Grębosz-Krawczyk M. (2018), The Impact of Nostalgia on Brand Equity in a Post-communist Economy, “Economics and Sociology”, vol. 11, no 1, https://doi.org/10.14254/2071-789x.2018/11-2/15. DOI: https://doi.org/10.14254/2071-789X.2018/11-2/15
Grębosz-Krawczyk M. (2020a), How Nostalgia Affects Brand Equity? Consumers’ Attitudes towards Nostalgic Generational and Transgenerational Brands, “European Research Studies Journal”, vol. XXIII, no 4, https://doi.org/10.35808/ersj/1729. DOI: https://doi.org/10.35808/ersj/1729
Grębosz-Krawczyk M. (2020b), Nostalgia w zarządzaniu marką, C.H. Beck, Munich, Germany.
Havlena W. J., Holak S. L. (1991), The Good Old Days: Observations on Nostalgia and Its Role in Consumer Behaviour, “Advances in Consumer Research”, vol. 18, no 1.
Havlena W. J., Holak S. L. (1996), Exploring Nostalgia Imagery through the Use of Consumer Collages, “Advances in Consumer Research”, vol. 23, no 1.
Holbrook M. B. (1993), Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes, “Journal of Consumer Research”, vol. 20, no 2, https://doi.org/10.1086/209346. DOI: https://doi.org/10.1086/209346
Holbrook M. B., Schindler R. M. (1989), Some Exploratory Findings on the Development of Musical Tastes, “Journal of Consumer Research”, vol. 16, no 1, https://doi.org/10.1086/209200. DOI: https://doi.org/10.1086/209200
Holbrook M. B., Schindler R. M. (1991), Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia, “Advances in Consumer Research”, vol. 18, no 1.
Holbrook M. B., Schindler R. M. (1994), Age, Sex, and Attitude toward the Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products, “Journal of Marketing Research”, vol. 31, no 3, https://doi.org/10.2307/3152228. DOI: https://doi.org/10.2307/3152228
Holbrook M. B., Schindler R. M. (2003), Nostalgia for Early Experience as a Determinant of Consumer Preferences, “Psychology & Marketing”, vol. 20, no 4, https://doi.org/10.1002/mar.10074. DOI: https://doi.org/10.1002/mar.10074
Hunt S. D., Morgan R. M. (1995), The Comparative Advantage Theory of Competition, “Journal of Marketing”, vol. 59, no 2, https://doi.org/10.1177/002224299505900201. DOI: https://doi.org/10.2307/1252069
Jacoby J., Kyner D. B. (1973), Brand Loyalty vs. Repeat Purchasing Behavior, “Journal of Marketing Research”, vol. 10, no 1, https://doi.org/10.2307/3149402. DOI: https://doi.org/10.2307/3149402
Keller K. L. (2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson/Prentice Hall, Upper Saddle River, NJ.
Kessous A., Roux E. (2008), Nostalgia – a Connection to the Past: A Semiotic Analysis, “Qualitative Market Research: An International Journal”, vol. 11, no 2, https://doi.org/10.1108/13522750810864440. DOI: https://doi.org/10.1108/13522750810864440
Lambert-Pandraud D. R., Laurent G. (2010), Why Do Older Consumers Buy Older Brands: The Role of Attachment and Declining Innovativeness, “Journal of Marketing”, vol. 74, no 5, https://doi.org/10.1509/jmkg.74.5.104. DOI: https://doi.org/10.1509/jmkg.74.5.104
Lubiński K. (2019), Nostalgia – a Tool Providing Lucrative Brand Management on the Example of the LEGO Group, Lodz University of Technology, Master’s thesis.
Merchant A., Rose G. M. (2013), Effects of Advertising-evoked Vicarious Nostalgia on Brand Heritage, “Journal of Business Research”, vol. 66, no 12, https://doi.org/10.1016/j.jbusres.2012.05.021. DOI: https://doi.org/10.1016/j.jbusres.2012.05.021
Mizik N., Jacobson R. (2008), The Financial Value Impact of Perceptual Brand Attributes, “Journal of Marketing Research”, vol. 45, no 1, https://doi.org/10.1509/jmkr.45.1.15. DOI: https://doi.org/10.1509/jmkr.45.1.15
Muehling D. D., Pascal V. J. (2011), An Empirical Investigation of the Differential Effects of Personal, Historical, and Non-nostalgic Advertising on Consumer Responses, “Journal of Advertising”, vol. 40, no 2, https://doi.org/10.2753/joa0091-3367400208. DOI: https://doi.org/10.2753/JOA0091-3367400208
Muehling D. D., Sprott D. E., Sultan A. J. (2014), Exploring the Boundaries of Nostalgic Advertising Effects: A Consideration of Childhood Brand Exposure and Attachment on Consumers’ Responses to Nostalgia-themed Advertisements, “Journal of Advertising”, vol. 43, no 1, https://doi.org/10.1080/00913367.2013.815110. DOI: https://doi.org/10.1080/00913367.2013.815110
Naughton K., Vlasic B. (1998), The Nostalgia Boom, “Business Week”, March 23.
The New Admen (2020), “The Economist”, 25 June, https://www.economist.com/business/2020/06/25/the-advertising-business-is-becoming-less-cyclical-and-more-concentrated (accessed: 15 October 2020).
Pascal V. J., Sprott D. E., Muehling D. D. (2002), The Influence of Evoked Nostalgia on Consumers’ Responses to Advertising: An Exploratory Study, “Journal of Current Issues & Research in Advertising”, vol. 24, vol. 1, https://doi.org/10.1080/10641734.2002.10505126. DOI: https://doi.org/10.1080/10641734.2002.10505126
Pickering M., Keightley E. (2006), The Modalities of Nostalgia, “Current Sociology”, vol. 54, no 6, https://doi.org/10.1177/0011392106068458. DOI: https://doi.org/10.1177/0011392106068458
Reisenwitz T. H., Iyer R., Cutler B. (2004), Nostalgia Advertising and the Influence of Nostalgia Proneness, “Marketing Management Journal”, vol. 14, no 2.
Robertson D. (2013), Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry, Random House Business Books, New York, NY.
Romaniuk J., Nenycz-Thiel M. (2013), Behavioral Brand Loyalty and Consumer Brand Associations, “Journal of Business Research”, vol. 66, no 1, https://doi.org/10.1016/j.jbusres.2011.07.024. DOI: https://doi.org/10.1016/j.jbusres.2011.07.024
Stern B. B. (1992), Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect, “Journal of Advertising”, vol. 21, no 4, https://doi.org/10.1080/00913367.1992.10673382. DOI: https://doi.org/10.1080/00913367.1992.10673382
Toledo A. C., Lopes E. L. (2016), Effect of Nostalgia on Customer Loyalty to Brand Post-merger / Acquisition, “BAR – Brazilian Administration Review”, vol. 13, no 1, https://doi.org/10.1590/1807-7692bar2016150007. DOI: https://doi.org/10.1590/1807-7692bar2016150007
Turner B. S. (1987), A Note on Nostalgia, “Theory, Culture & Society”, vol. 4, no 1, https://doi.org/10.1177/026327687004001008. DOI: https://doi.org/10.1177/026327687004001008
Unger L. S., Mcconocha D. M., Faier J. A. (1991), The Use of Nostalgia in Television Advertising: A Content Analysis, “Journalism Quarterly”, vol. 68, no 3, https://doi.org/10.1177/107769909106800304. DOI: https://doi.org/10.1177/107769909106800304
Vogel V., Evanschitzky H., Ramaseshan B. (2008), Customer Equity Drivers and Future Sales, “Journal of Marketing”, vol. 72, no 6, https://doi.org/10.1509/jmkg.72.6.098. DOI: https://doi.org/10.1509/jmkg.72.6.98
Zarantonello L., Grappi S., Formisano M. (2020), How Consumer-based Brand Equity Relates to Market Share of Global and Local Brands in Developed and Emerging Countries, „International Marketing Review”, vol. 37, no 2, https://doi.org/10.1108/IMR-05-2018-0176. DOI: https://doi.org/10.1108/IMR-05-2018-0176
Pobrania
Opublikowane
Numer
Dział
Licencja
Prawa autorskie (c) 2021 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie / Cracow Review of Economics and Management
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa 4.0 Międzynarodowe.
