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Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films

Ali-Babaeian-Nassab, Assal LU ; Adwani, Alexandra LU ; Sinnerdal, Tilde LU and Delgadillo Ryberg, Rosa LU (2023) BUSN21 20232
Department of Business Administration
Abstract
The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. This qualitative study utilized focus groups to explore the use of nostalgia in brand extensions and its impact on brand perceptions, focusing on the cases of Barbie and Super Mario Bros films. The research design is comparative, with separate focus groups for each film to delve deeper into the theme of nostalgia. The study shows how the effective evocation of strong nostalgic feelings has an important role in the revitalization of brands. Strong... (More)
The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. This qualitative study utilized focus groups to explore the use of nostalgia in brand extensions and its impact on brand perceptions, focusing on the cases of Barbie and Super Mario Bros films. The research design is comparative, with separate focus groups for each film to delve deeper into the theme of nostalgia. The study shows how the effective evocation of strong nostalgic feelings has an important role in the revitalization of brands. Strong brand communities in combination with personal nostalgia are shown to influence brand perception and positive attitudes to brand extensions. (Less)
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author
Ali-Babaeian-Nassab, Assal LU ; Adwani, Alexandra LU ; Sinnerdal, Tilde LU and Delgadillo Ryberg, Rosa LU
supervisor
organization
course
BUSN21 20232
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Nostalgia branding, Brand Revitalization, Brand Extension, Brand Perception, Brand Community, Barbie, Super Mario Bros
language
English
id
9141178
date added to LUP
2024-03-11 15:47:50
date last changed
2024-03-11 15:47:50
@misc{9141178,
  abstract     = {{The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. This qualitative study utilized focus groups to explore the use of nostalgia in brand extensions and its impact on brand perceptions, focusing on the cases of Barbie and Super Mario Bros films. The research design is comparative, with separate focus groups for each film to delve deeper into the theme of nostalgia. The study shows how the effective evocation of strong nostalgic feelings has an important role in the revitalization of brands. Strong brand communities in combination with personal nostalgia are shown to influence brand perception and positive attitudes to brand extensions.}},
  author       = {{Ali-Babaeian-Nassab, Assal and Adwani, Alexandra and Sinnerdal, Tilde and Delgadillo Ryberg, Rosa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films}},
  year         = {{2023}},
}