Magdalena Grebosz-Krawczyk,

Lodz University of Technology,

Lodz, Poland,

E-mail: magdalena.grebosz@p.lodz.pl

Attitudes of young consumers towards international nostalgic brands – the comparative study

Abstract. Today we can observe the increase of nostalgic feelings related to environment instability. The brands associated with consumers’ past become an important competitive advantage. The aim of this article is to evaluate the attitudes of young consumers from France and from Poland (representing Western and Eastern Europe accordingly) towards the international brands perceived as nostalgic, taking into account the division on generational and transgenerational brands. The results of own comparative empirical research conducted in 2017 and 2018 on a group of 200 young French and Polish consumers are presented. The study concerns 6 international nostalgic brands of generational and transgenerational character. The research was conducted using focused group interviews. The research results confirm that young consumers in France and in Poland have positive nostalgic attitudes towards brands known from childhood. The analysis of the research results proved also the consumers’ attitudes internationalization. The nationality of respondents does not affect their attitudes.

Received: February, 2019

1st Revision: May, 2019

Accepted: August, 2019

DOI: 10.14254/2071-789X.2019/12-3/12

JEL Classification: M31

Keywords: nostalgic brand, consumers’ attitudes, qualitative research, France, Poland