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Is there a common theme?: A case study on the mediating influence of brand nostalgia between revitalization and brand image of theme parks

Köhler, Jasmijn Heliantha LU ; Ånäs, Miranda LU and Molano Ramirez, Maria Alejandra LU (2022) BUSN21 20222
Department of Business Administration
Abstract
Purpose: This research analyzes the phenomenon of brand revitalization and brand nostalgia in
order to understand their influence on brand image.
Design/Methodology: This study is based on a qualitative approach. It involves two case
studies, both of which are studied through secondary data and focus groups.
Findings: This research found that nostalgia can have positive or negative effects when theme
parks attempt to revitalize. Communication of the changes is important, as it requires tact and
professionalism.
Research limitation/implications: This research focused on two specific case studies and does
not provide general implications, instead it focuses on the theme park industry and how it can
retain its image while keeping up... (More)
Purpose: This research analyzes the phenomenon of brand revitalization and brand nostalgia in
order to understand their influence on brand image.
Design/Methodology: This study is based on a qualitative approach. It involves two case
studies, both of which are studied through secondary data and focus groups.
Findings: This research found that nostalgia can have positive or negative effects when theme
parks attempt to revitalize. Communication of the changes is important, as it requires tact and
professionalism.
Research limitation/implications: This research focused on two specific case studies and does
not provide general implications, instead it focuses on the theme park industry and how it can
retain its image while keeping up with modern times. Nevertheless, the general findings can be
of interest to other brands entering the experience market.
Practical implication: The main implications of this paper is that managers need to establish
awareness for the underlying value that loyal customers attach to certain brand aspects.
Originality/Value: The paper provides a theoretical contribution in identifying the role of brand
nostalgia as a mediator between brand rejuvenation and brand image. (Less)
Please use this url to cite or link to this publication:
author
Köhler, Jasmijn Heliantha LU ; Ånäs, Miranda LU and Molano Ramirez, Maria Alejandra LU
supervisor
organization
course
BUSN21 20222
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Rejuvenation, Brand Revitalization, Theme Park Branding, Brand Image, Brand Nostalgia
language
English
id
9102015
date added to LUP
2022-11-08 11:21:28
date last changed
2022-11-08 11:21:28
@misc{9102015,
  abstract     = {{Purpose: This research analyzes the phenomenon of brand revitalization and brand nostalgia in
order to understand their influence on brand image.
Design/Methodology: This study is based on a qualitative approach. It involves two case
studies, both of which are studied through secondary data and focus groups.
Findings: This research found that nostalgia can have positive or negative effects when theme
parks attempt to revitalize. Communication of the changes is important, as it requires tact and
professionalism.
Research limitation/implications: This research focused on two specific case studies and does
not provide general implications, instead it focuses on the theme park industry and how it can
retain its image while keeping up with modern times. Nevertheless, the general findings can be
of interest to other brands entering the experience market.
Practical implication: The main implications of this paper is that managers need to establish
awareness for the underlying value that loyal customers attach to certain brand aspects.
Originality/Value: The paper provides a theoretical contribution in identifying the role of brand
nostalgia as a mediator between brand rejuvenation and brand image.}},
  author       = {{Köhler, Jasmijn Heliantha and Ånäs, Miranda and Molano Ramirez, Maria Alejandra}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Is there a common theme?: A case study on the mediating influence of brand nostalgia between revitalization and brand image of theme parks}},
  year         = {{2022}},
}