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Unveiling the Power of Nostalgia in Fashion Retro Branding and Its Influence on the Brand Perception of Young Consumers

Bibudis Vicente, Juan Manuel LU and Mårtensson, Tim LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Title: Retro Rewind - Unveiling the Power of Nostalgia in Fashion Retro Branding and Its
Influence on the Brand Perception of Young Consumers Date of the Seminar: 31 June 2024
Course: BUSN39 Degree Project in Global Marketing Authors: Juan Bibudis and Tim Mårtensson Supervisor: Tommy Shih
Examiner: Mats Urde
Keywords: Nostalgia, identity, perception, Consumer Culture Theory (CCT), possessions,
consumer behavior, consumption, brand loyalty, retro branding, marketing, authenticity
Thesis Purpose: The purpose of this study is to explore the perception of young consumers towards retro designs and nostalgia. The study seeks to devolve the understanding of how young consumers understand and interpret these brand designs and construct their... (More)
Title: Retro Rewind - Unveiling the Power of Nostalgia in Fashion Retro Branding and Its
Influence on the Brand Perception of Young Consumers Date of the Seminar: 31 June 2024
Course: BUSN39 Degree Project in Global Marketing Authors: Juan Bibudis and Tim Mårtensson Supervisor: Tommy Shih
Examiner: Mats Urde
Keywords: Nostalgia, identity, perception, Consumer Culture Theory (CCT), possessions,
consumer behavior, consumption, brand loyalty, retro branding, marketing, authenticity
Thesis Purpose: The purpose of this study is to explore the perception of young consumers towards retro designs and nostalgia. The study seeks to devolve the understanding of how young consumers understand and interpret these brand designs and construct their identity and behavior.
Theoretical Perspective: Grounded in consumer culture theory, identity, and branding literature, the study examine how nostalgia influences young consumers' perceptions of brands and retro designs. Drawing on theoretical frameworks of authenticity, emotional branding, and consumer-brand relationships, the research explores the role of nostalgia in shaping identity formation, brand loyalty, and product quality perceptions.
Methodology: The study employs a qualitative research design, conducting two in-depth focus group discussions with young consumers aged 18-30. Sampling participants from diverse socio- cultural backgrounds, the research explores their experiences, memories, and perceptions of retro branding in the fashion industry. Data collection is supplemented by thematic analysis, allowing for the identification of key themes and patterns.
Analysis: Through rigorous thematic analysis, the study examines participants' narratives and reflections on nostalgia, brand identity, image, and retro branding. Themes such as authenticity, personal nostalgia and brand connection, and consumer behavior are analyzed to discover underlying insights.
Main findings and Contributions: The research reveals a reflective relationship of nostalgia with various areas of perceptions, consumer behavior, and brand engagement. Participants demonstrate strong emotional connections to retro brands, influenced by personal memories, familial influences, and cultural backgrounds. Nostalgia emerges as a powerful driver of brand loyalty, shaping perceptions of product quality and authenticity within the fashion industry. This study contributes valuable insights to the understanding of consumer perception behavior in fashion markets. By revealing the complex dynamics of nostalgia and brand perception, the research report on marketing strategies, brand positioning, and product development initiatives toward young consumers. Additionally, the study supplements theoretical discourse on consumer-brand relationships, authenticity, and emotional branding within the context of retro branding. (Less)
Please use this url to cite or link to this publication:
author
Bibudis Vicente, Juan Manuel LU and Mårtensson, Tim LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9167780
date added to LUP
2024-06-28 11:40:34
date last changed
2024-06-28 11:40:34
@misc{9167780,
  abstract     = {{Title: Retro Rewind - Unveiling the Power of Nostalgia in Fashion Retro Branding and Its
Influence on the Brand Perception of Young Consumers Date of the Seminar: 31 June 2024
Course: BUSN39 Degree Project in Global Marketing Authors: Juan Bibudis and Tim Mårtensson Supervisor: Tommy Shih
Examiner: Mats Urde
Keywords: Nostalgia, identity, perception, Consumer Culture Theory (CCT), possessions,
consumer behavior, consumption, brand loyalty, retro branding, marketing, authenticity
Thesis Purpose: The purpose of this study is to explore the perception of young consumers towards retro designs and nostalgia. The study seeks to devolve the understanding of how young consumers understand and interpret these brand designs and construct their identity and behavior.
Theoretical Perspective: Grounded in consumer culture theory, identity, and branding literature, the study examine how nostalgia influences young consumers' perceptions of brands and retro designs. Drawing on theoretical frameworks of authenticity, emotional branding, and consumer-brand relationships, the research explores the role of nostalgia in shaping identity formation, brand loyalty, and product quality perceptions.
Methodology: The study employs a qualitative research design, conducting two in-depth focus group discussions with young consumers aged 18-30. Sampling participants from diverse socio- cultural backgrounds, the research explores their experiences, memories, and perceptions of retro branding in the fashion industry. Data collection is supplemented by thematic analysis, allowing for the identification of key themes and patterns.
Analysis: Through rigorous thematic analysis, the study examines participants' narratives and reflections on nostalgia, brand identity, image, and retro branding. Themes such as authenticity, personal nostalgia and brand connection, and consumer behavior are analyzed to discover underlying insights.
Main findings and Contributions: The research reveals a reflective relationship of nostalgia with various areas of perceptions, consumer behavior, and brand engagement. Participants demonstrate strong emotional connections to retro brands, influenced by personal memories, familial influences, and cultural backgrounds. Nostalgia emerges as a powerful driver of brand loyalty, shaping perceptions of product quality and authenticity within the fashion industry. This study contributes valuable insights to the understanding of consumer perception behavior in fashion markets. By revealing the complex dynamics of nostalgia and brand perception, the research report on marketing strategies, brand positioning, and product development initiatives toward young consumers. Additionally, the study supplements theoretical discourse on consumer-brand relationships, authenticity, and emotional branding within the context of retro branding.}},
  author       = {{Bibudis Vicente, Juan Manuel and Mårtensson, Tim}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Unveiling the Power of Nostalgia in Fashion Retro Branding and Its Influence on the Brand Perception of Young Consumers}},
  year         = {{2024}},
}