Bonzo, Barbara (A.A. 2024/2025) Nostalgia marketing: how memories shape modern consumer behaviour. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 60. [Bachelor's Degree Thesis]

PDF (Full text) Restricted to Registered users only Download (1MB) | Request a copy

Abstract/Index

Understanding nostalgia marketing. The meaning of nostalgia in marketing. Nostalgia, retro and heritage marketing. The psychological effect of nostalgia in consumer decision-making. Generational perspectives on nostalgia marketing. The 4Ps of nostalgia marketing. The 4Ps of marketing. Product: icons and past revivals. Place: immersive experiences and retro settings. Promotion: stories and intergenerational appeal. Nostalgia marketing in the automotive sector. The role of nostalgia in automotive marketing. Successful examples of nostalgia marketing. Risks and failures.

References

Bibliografia: pp. 57-58. Sitografia: p. 59.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Marketing
Thesis Supervisor:	Devetag, Maria Giovanna
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Nov 2025 10:10
Last Modified:	25 Nov 2025 10:10
URI:	https://tesi.luiss.it/id/eprint/44024

Downloads

Repository Staff Only

View Item