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dc.contributor.author
Bitzilekis, Alexandros Emmanouil
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dc.date.accessioned
2016-05-05T12:46:03Z
dc.date.available
2016-05-06T00:00:42Z
dc.date.issued
2016-05-05
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/14471
dc.rights
Default License
dc.title
Echoes of Nostalgia: The enduring appeal on Retro products? (Greek Consumer’s Insights on Vinyl)
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heal.type
masterThesis
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heal.secondaryTitle
The enduring appeal on Retro products? (Greek Consumer’s Insights on Vinyl)
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heal.classification
Retro - Branding
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heal.classification
Nostalgia Marketing
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heal.keywordURI.LCSH
Consumer behavior
heal.keywordURI.LCSH
Consumer behavior--Psychological aspects
heal.keywordURI.LCSH
Consumer behavior--Social aspects
heal.keywordURI.LCSH
Consumer behavior--Case studies
heal.keywordURI.LCSH
Brand name products.
heal.keywordURI.LCSH
Customer loyalty.
heal.keywordURI.LCSH
Consumers--Psychology.
heal.keywordURI.LCSH
Nostalgia--Case studies
heal.keywordURI.LCSH
Time and economic reactions--Case studies
heal.keywordURI.LCSH
Marketing--Case studies.
heal.keywordURI.LCSH
Marketing--Psychological aspects
heal.language
en
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heal.access
free
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heal.license
http://creativecommons.org/licenses/by-nc/4.0
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heal.references
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(2001). Marketing — The Retro Revolution . Sage Publications, London, UK. Brown, S., Kozinets, R.V., Sherry, J.F.Jr. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing , 6 7 ( 3 ), 19 - 33 . Castelnuovo - Tedesco, P. (1980). Reminiscence and nostalgia: The pleasure and pain of remembering. In S. I. G reenspan & G. H. Pollack (Eds.): The course of life: Psychoanalytic contributions toward understanding personality development. Vol. III: Adulthood and the aging process (pp.104 – 118). Washington, DC: U.S. Government Printing Office. Chase, M. and Shaw, C. (1989), “The dimensions of nostalgia”, in Shaw, C. and Chase, M. (Eds), The Imagined Past: History and Nostalgia , M anchester University Press, Manchester . Davis, F. (1979). Yearning for Yesterday: A Sociology of Nostalgia . New York: The Free Press . 38 Earle, P. (2004): The Real Reason Brand Revival Works, Published online at www.brandchannel.com (February 16 th 2004). Hisrich, R., and Peters, M. (1974). Selecting the superior segmentation correlate. Journal of marketing, 38 (3), 60 - 63. Retrieved from Business Source Premier Database. Holak, Susan L. and William J. Havlena (1991 ). The good old days: Observation on Nostalgia and its role in consumer behavior. Advances in Consumer Research, Vol. 18, ed. Rebecca H. Holman and Michael R. Solomon, UT: Association for Consumer Research, 323 - 329 . Holak, Susan L. and William J. Havlena (1992). Nostalgia: an Exploratory Study of Themes and Emotions in the Nostalgic Experience. Advance s in Consumer Research , 19, 380 - 387 . Holak, Susan L. and William J. Havlena (1998). Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia. Journal of Business Research 42, 217 - 226. Holbrook, M. (1993). ‘Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes‘, Journal of Consumer Research , 20 (2), 245 - 256. Holbrook, M ., Schindler, R (1991). ‘Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia’. Advances in Consumer Research , 18, 330 - 333. Kothari, C. (2004). Research Methodology, Methods & Techniques. Ne w Delhi: New Age International (P) Ltd. Král, P. (2012). Nostalgic Branding in Central Europe. In Rudolph, Th., Schlegelmilch, B., Bauer, A., Franch, J., Meise, J.N. (Eds.) : Diversity in European Marketing , ( p p. 113 - 130 ) , Springer Gabler. Kvale, S. (1996). Interviews: An Introduction to Qualitative Research Interviewing. Sage Publications. Lamb, N. (2009). Nostalgia brands, a retro re - hash or recession comfort blanket? Published online at: www.creativebrandmarketing.co.uk (March 12th 2009) Loveland, K.E., S meesters, D., Mandel, N., (2010). Still preoccupied with 1995: the need to belong and preference for nostalgic products. Journal of Consumer Research , 34 (4), 393 - 408. 39 Lowenthal, D. (1985). The Past is a Foreign Country . Cambridge University Press, Cambrid ge, UK. Mack, N., Woodsong, C., Macqueen, K. M., Guest, G., & Namey, E. (2005). Qualitative Research Methods, A data collector's field guide. USA: Family Health International. Martin, Alexander R. (1954). "Nostalgia," The American Journal of Psychoanalysis , 14, 93 - 104. McNamara, C . (1999). General Guidelines for Conducting Interviews, Minnesota. Merchant, A., La T our, K., Ford, J.B., LaTour, M. (2013). How strong is the pull of the past: measuring personal nostalgia evoked by advertising. Journal of Advertis ing Research , 53 (2), 150 - 165. Munshi, N., and Terrestre , M. (2015). Strategic Positioning for Re - Emergent Legacy Technologies: The Case of the Vinyl Record. Proceedings of 5th European Business Research Conference 10 - 11 September 2015, St. Regis Hotel, Rome, Italy . Nurko, Ch. (2003). Nostalgia branding: Out with the old and in with the old, In: Brand Strategy, September 2003 , Issue 175 . Oliphint, J. ( 2014 ) . Wax and Wane . The Tough Realities behind Vinyl’s Comeback. Pitchfork Media Inc. Available from: http://pitchfork.com/features/articles/9467 - wax - and - wane - the - tough - realities - behind - vinyls - comeback/ . [ Accessed on 10/10 /2015]. Pierre, N. ( 1989). Between Memory and History: Les Lieux de Mémoire. No. 26, Special Issue: Memory and Counter - Memory (Spring, 1989), 7 - 24. Published by: University of California Press . Raffaelli, R., (2013). Mechanisms of Technology Re - Emergence an Identity Change in a Mature Field: Swiss Watchmaking, 1970 – 2008. Harvard Business School Working Paper, No.14 - 048. Reisenwitz, T., and Iyer, R. (2007). A comparison of younger and older baby boomers: investigating the viability of cohort segmentation. Journal of Consumer Marketing, 24(4), 202 - 213. Retrieved from Business Source Premier Database . Richter, F. (2014). Vinyl Comes Back From Near - Extinction. Statista. Available from : http://www.statista.com/chart/2967/worldwide - vinyl - sales/ . [Accessed on 7/10/2015 ] . 40 Rosen, G. (1975). Nostalgia: A “forgotten” psychological disorder. Psychological Medicine, 5, 340 – 354. Solomon, M. R. (2010). Consumer behavior: buying, having, and being, 9 th edition. Prentice Hall. Solomon, M.R., Bamossy G.J., Askegaard, S.T, Hogg, M.K. (2013). Consumer Behavior: A European Per spective, ( 5 th Edition ) . Pearson. Stern, Barbara, B. (1992), "Historical and Personal Nostalgia in Advertising Text: The Fin de Siècle Effect," Journal of Advertising , 21 (4), 11 - 22. Tannock, S. , ( 1995 ) . Nostalgia c ritique. Cultural Stud. 9, 453 – 464. The new Oxford dictionary of English. (1998). Oxford, England: Oxford University Press. Tonks, D. (2009). Validity an d the design of market segments. Journal of marketing management, 25(3/4) . 341 - 356. Retrieved from Business Source Premier Database. Wildschut, T., Sedikides, C., Arndt, J., Rou tledge, C., (2006). Nostalgia: content, triggers, functions. Journal of Personality and Social Psychology , 91 (5), 975 - 993. Zhou, X., Sedikides, C., Wildschut, T., Gao, T., (2008). Counteracting loneliness: on the restorative function of nostalgia. Psychological Science 19 (10), 1023 - 1029
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heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
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heal.publicationDate
2016-05-05
heal.abstract
This dissertation was written as part of the MSc in Management at the International Hellenic University. The study dealt with the theory of nostalgia in marketing and consumer behavior , and tried to draw conclusions on how it affects consumers into forming their purchasing behavior on retro products. In particular , it investigated the relation between nostalgia and the role of memory and age of consumers on purchasing retro p roducts, and in specific vinyl records . D iving into the innermost behavior of Greek consumers towards purchasing this retro brand it has been found that personal memory on the product plays an important role in the pu rchasing behavior but does not affect in the same way and for the same reasons all age cohorts. This means that specific cohorts act ed in a specif ic way either influenced by nostalgia and their personal memory on the product or because of other various reasons presented in the paper. The study has applied a qualitative methodology ; that of interviews, since interviews allowed for a closer relati onship with consumers and made it possible to produce more in - depth and comprehensive information on the aforementioned issue
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heal.tableOfContents
4 Table of Contents I. Introduction ................................ ................................ ................................ ............................. 5 II. Literature Review ................................ ................................ ................................ .................... 6 The Key Concept of Nostalgia - Definitions and Past Research ................................ ................. 6 Nostalgia in Marketing ................................ ................................ ................................ ................ 8 “Revolutionizing” through retro ................................ ................................ .............................. 9 Consumer behavior: Parameters and Functions ................................ ................................ ........ 10 Perception and the Self - Concept ................................ ................................ ........................... 10 Memory and Nostalgia ................................ ................................ ................................ .......... 11 The Age Cohorts’ Parameter ................................ ................................ ................................ . 12 III. The ‘Impetuous’ Re - Emergence of Vinyl Records ................................ ........................... 17 The Case of Vinyl Record in Greece ................................ ................................ ........................ 20 IV. Methodology and Data ................................ ................................ ................................ ....... 22 Research Design ................................ ................................ ................................ ........................ 22 Data Collection Process and Sample Composition ................................ ................................ ... 23 Formulation of Interviews ................................ ................................ ................................ ......... 24 V. Results of the Study ................................ ................................ ................................ ............... 26 Interview Discussions ................................ ................................ ................................ ............... 26 Group I – 18 to 30 years old ................................ ................................ ................................ .. 26 Group II – 31 to 49 years old ................................ ................................ ................................ . 28 Group III – 50 years old and more ................................ ................................ ........................ 30 Results of the Greek Consumers’ Pattern on Vinyl ................................ ................................ .. 32 VI. Conclusions ................................ ................................ ................................ ........................ 34 VII. Suggestions ................................ ................................ ................................ ........................ 35 VIII. Limitations ................................ ................................ ................................ ......................... 36 IX. Bibliography ................................ ................................ ................................ ...................... 37
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heal.advisorName
Andriopoulos, Costas
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heal.committeeMemberName
Lee, Nick
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heal.committeeMemberName
Kyrgidou, Lida
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heal.academicPublisher
IHU
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heal.academicPublisherID
ihu
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heal.numberOfPages
41
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