“Grandma’S Fridge Is Cool” – the Meaning of Retro Brands For Young Consumers

Andrea Hemetsberger, University of Innsbruck, Austria
Christine Kittinger-Rosanelli, University of Innsbruck, Austria
Barbara Mueller, University of Innsbruck, Austria
This article addresses the question why young consumers favor retro brands although they had no consumption experience with the original counterpart. Interviews with young consumers revealed that retro brands are perceived to be special possessions which help young consumers coping with ambiguities in their search for identity.
[ to cite ]:
Andrea Hemetsberger, Christine Kittinger-Rosanelli, and Barbara Mueller (2011) ,"“Grandma’S Fridge Is Cool” – the Meaning of Retro Brands For Young Consumers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.