Reisenwitz, Timothy H. - In: Journal of business strategies : JBS 42 (2025) 1, pp. 13-25
Nostalgia, a longing for the past, has been used successfully by marketers via nostalgia marketing or retro-marketing, including retro-branding, of goods and/or services. The nostalgia market has stereotypically been of interest to older consumers so it is surprising that a significant number of...