BADANIA POSTAW NOSTALGICZNYCH KONSUMENTÓW WOBEC MAREK
THE RESEARCH ON NOSTALGIC ATTITUDES OF CONSUMERS TOWARDS BRANDS

Summary/Abstract: Nostalgia is a positive or favourable attitude toward people, places, products and brands that were known by a consumer in his/her youth. The results of research conducted abroad confirm the positive effect of nostalgia on the attitudes and behaviours of consumers, especially in the area of marketing communication. The aim of this article is to present the concept of nostalgia in marketing and the assessment of the nostalgic attitudes of consumers towards brands, using existing measurement. In the article information from primary and secondary sources is used. The main purpose of literature studies was to make a critical analysis of the concept of nostalgic brand. The article presents also the results of own pilot studies on the nostalgic attitudes of young consumers in France and Poland. The analysis of the research results confirmed positive nostalgic attitudes of young consumers towards brands, especially generational brands.

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