Brand Retrofication: How East German Consumers Animate a Retro Brand Market to Create a Revisionist Eastern Consumption Culture

Benjamin J. Hartmann, Gothenburg University, Sweden
Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany
Markus Giesler, York University, Canada
We mobilize theories of popular memory/countermemory and cultural branding to analyze East German consumers’ brand stories and introduce the concept of brand retrofication. We show how East German consumers’ investment of redeeming meanings into historical socialist products combats (Western) caricatures of the post-reunified East while animating thriving retro brands.
[ to cite ]:
Benjamin J. Hartmann, Katja H. Brunk, and Markus Giesler (2016) ,"Brand Retrofication: How East German Consumers Animate a Retro Brand Market to Create a Revisionist Eastern Consumption Culture", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 257-263.