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Nostalgie als Chance fr die Markenpositionierung
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Stefanie Jensen und Martin Ohlwein beleuchten in diesem essential die Frage, ob Marken, mit denen eine besondere und positive Erinnerung verbunden wird, ber einen Nostalgieansatz vermarktet werden sollten gerade bei lteren Konsumenten beeinflusst Markennostalgie Einstellungen, Prferenzen und sogar die finale Kaufentscheidung positiv. Gilt dies auch fr die fr Markenartikler hochinteressante Zielgruppe der Generation Y? Die Autoren stellen die Markennostalgie in den Mittelpunkt, die sich aus persnlichen und historischen Erinnerungen sowie dem wahrgenommenen Alter der Marke zusammensetzt, und zeigen auf, wie in Zeiten immer kurzlebigerer Trends Marken wie Haribo und Nivea durch einen bewusst hergestellten Bezug zur eigenen Vergangenheit bei jngeren wie lteren Konsumenten punkten knnen.
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