The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning
Abstract
Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.
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Citations
Cites
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Fournier, S. (1998) · Journal of Consumer Research · doi:10.1086/209515 · Cited by 7,542
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Thompson, C. J. (1997) · Journal of Marketing Research · doi:10.1177/002224379703400403 · Cited by 1,142
Cited by
Consumer Culture Theory (CCT): Twenty Years of Research
Arnould, E. J., & Thompson, C. J. (2005) · Journal of Consumer Research · doi:10.1086/426626 · Cited by 3,677
How Brand Community Practices Create Value
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.5.30 · Cited by 2,444
Access-Based Consumption: The Case of Car Sharing: Table 1.
Bardhi, F., & Eckhardt, G. M. (2012) · Journal of Consumer Research · doi:10.1086/666376 · Cited by 2,015
Word of mouth communication within online communities: conceptualizing the online social network
Brown, J., Broderick, A. J., & Lee, N. (2007) · Journal of Interactive Marketing · doi:10.1002/dir.20082 · Cited by 1,661
Brand authenticity: An integrative framework and measurement scale
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.11.006 · Cited by 1,084
Metadata
- Authors
- Brown, S., Kozinets, R. V., & Sherry, J. F.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2003-07
- Volume
- 67
- Issue
- 3
- Pages
- 19-33
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2121227792
- Cited by
- 1,415
- References
- 3
- FWCI
- 52.54
- Type
- journal article
- Language
- en
- Open access
- closed
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- Brown, S., Kozinets, R. V., & Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing. https://doi.org/10.1509/jmkg.67.3.19.18657
Data sources
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
