The Production and Consumption of Retro Brands Beyond Meaning Revival
While past research articulates retro branding predominantly as brand meaning revival, our findings from a historical analysis of the production and consumption of retro brands in Germany reveal how these commercialized representations of the past operate also via brand meaning inversion (retroversion) and brand meaning invention (retrovention).
Benjamin Julien Hartmann, Katja H. Brunk, and Markus Giesler (2018) ,"The Production and Consumption of Retro Brands Beyond Meaning Revival", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 402-405.
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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Christina Saenger, Youngstown State University
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George Newman, Yale University, USA
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