Design Retrô e Marketing do Saudosismo: Influência da tendência nostálgica no comportamento de consumo

Alline Sardinha Cordeiro Morais; Karen Márcia Carvalho Gomes; Lucas Ribeiro de Azevedo; Weydder de Almeida Pessanha

doi:10.19180/1809-2667.v17n315-12

Retro Design and Nostalgic Marketing: Influence of nostalgic trend in consumer behavior

Authors

Alline Sardinha Cordeiro Morais Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ
Karen Márcia Carvalho Gomes Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ
Lucas Ribeiro de Azevedo Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ
Weydder de Almeida Pessanha Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ

DOI:

https://doi.org/10.19180/1809-2667.v17n315-12

Keywords:

Retro, Nostalgia, Design, Consumption, Retro branding

Abstract

The presence of elements that refer to nostalgia in many sectors of contemporary society has been studied by researchers from various areas. In marketing, nostalgia is perceived as a market trend that attracts consumers through their past emotions. This article aims to analyze the factors that drive the retro phenomenon, given the evolution of consumption, the current values that govern the relationship between brands and consumers through an exploratory research, also seeking to understand this phenomenon, determining concepts in relation to retro culture and its peculiarities.

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Author Biographies

Alline Sardinha Cordeiro Morais, Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ

Doutora em Engenharia e Ciências dos Materiais pela UENF. Professor EBTT do IFFluminense campus Campos-Centro, Campos dos Goytacazes/RJ – Brasil. E-mail: amorais@iff.edu.br.
Karen Márcia Carvalho Gomes, Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ

Especialista em Gestão, Marketing e Design pelo Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense). Assistente em Administração no IFFluminense campus Campos-Centro, Campos dos Goytacazes/RJ - Brasil. E-mail: kcgomes@iff.edu.br.
Lucas Ribeiro de Azevedo, Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ

Especialista em Gestão, Marketing e Design pelo Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense). Professor no Liceu de Humanidades de Campos, Campos dos Goytacazes/RJ - Brasil. E-mail: lukito01@gmail.com.
Weydder de Almeida Pessanha, Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense) campus Campos-Centro, Campos dos Goytacazes/RJ

Especialista em Gestão, Marketing e Design pelo Instituto Federal de Educação, Ciência e Tecnologia Fluminense (IFFluminense). Empresário no ramo de Comunicação e Propaganda, Campos dos Goytacazes/RJ - Brasil. E-mail: weydder@gmail.com.

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Published

08-04-2016

Issue

Vol. 17 No. 3 (2015)

Section

Review articles

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How to Cite

MORAIS, Alline Sardinha Cordeiro; GOMES, Karen Márcia Carvalho; DE AZEVEDO, Lucas Ribeiro; PESSANHA, Weydder de Almeida. Retro Design and Nostalgic Marketing: Influence of nostalgic trend in consumer behavior. Revista Vértices, [S. l.], v. 17, n. 3, p. 215–233, 2016. DOI: 10.19180/1809-2667.v17n315-12. Disponível em: https://editoraessentia.iff.edu.br/index.php/vertices/article/view/1809-2667.v17n315-12.. Acesso em: 22 nov. 2024.