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Retro Branding: New Old Fiat 500, a Success Story

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 
The ongoing global crisis has led people to look back to a mythical beautiful past as an inspiration for a brighter future. This is reflected in the recent trend in marketing studies, known as ‘retro revolution’. Examples of retro brands revive in all consumer industries but are particularly popular in the automotive sector. The success of the 2007 New Fiat 500 is a case in point: it leverages on the notions of brand image and brand equity as well as benefitting from cutting-edge marketing tools such as online communities and campaigns. The present case study combines these theoretical groundings with an empirical analysis based on a questionnaire administered to owners and non owners of the 2007 New 500. Results show how the subjective notion of communal nostalgia shapes purchasing behaviour and enhances the appreciation of the brand, alongside objective elements such as price and quality.
Product Specifications
SKU :COC14147
AuthorCaterina Festorazzi
LanguageEnglish
BindingPaperback
Number of Pages84
Publishing Year12/30/2012
ISBN978-3845405773
Edition1 st
Book TypeEconomics
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-24 00:00:00
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