The Study of Nostalgia-Oriented Strategy Aimed at Millennials on the Example of the Lego Group

• Autorzy: Kamil Lubiński
• Języki publikacji: EN

Abstrakty

EN

Objective: The purpose of this paper was to examine the effect that nostalgia-oriented strategy has on the Millennials' perception of the LEGO brand.
Methodology: The methodology was based on past research in the field and used a modified version of a questionnaire developed by Pascal et al. (2002).
Findings: The research was conducted among 203 young respondents in the second quarter of 2019. During the realization of research, the indirect method of gathering information, using a survey technique was applied. The survey was conducted with the application of the techniques of electronic survey. The research methodology was based on past research in the field and a modified version of a questionnaire developed by Pascal et al. (2002) was used.
Value Added: This paper is the first to have found that companies operating in the toy industry are using nostalgia with aim of sustaining the brand loyalty.
Recommendations: The toy industry has become pretty much an unfair place to do business these days, as the biggest toymakers are involved in a fierce fight for the next generations of kids enamoured with the latest high-tech wonders. This paper demonstrates how LEGO®'s efforts reaped dividends as they have begun to address Millennials. It can be said, then, that the future of marketing in the following months would involve nostalgia as a major tool accelerating all the strategic endeavours in this clash of brands as the trend described hereinafter does not seem to slow down. (original abstract)

Słowa kluczowe

EN

Product brand; Production of toys

PL

Marka produktu; Produkcja zabawek

• Czasopismo: Journal of Intercultural Management
• Rocznik: 2020
• Tom: 12
• Numer: nr 2
• Strony: 82--105

Twórcy

autor

Kamil Lubiński

• Lodz University of Technology

Bibliografia

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Identyfikatory

DOI

10.2478/joim-2020-0039