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2021, br. 54, str. 137-147
Uloga nostalgije u emocionalnom povezivanju potrošača sa brendovima
Megatrend Univerzitet, Fakultet za poslovne studije, Beograd

e-adresarbaltezarevic@megatrend.edu.rs, mmilic@megatrend.edu.rs
Ključne reči: nostalgija; nostalgični marketing; nostalgični brendovi; ponašanje potrošača; konkurencija; tržište
Sažetak
Nostalgija predstavlja jednu od bazičnih ljudskih emocija, samim tim sentimentalna čežnja za nečim iz prošlosti predstavlja osećaj koji većina ljudi prepoznaje. Želja i žal za detinjstvom karakteristična je za sve generacije, zbog toga se nostalgični marketing smatra uspešnom i vrednom marketinškom strategijom, koja donosi modernizovane verzije prošlih predmeta i iskustava i čini da staro ponovo postaje novo. Glavna svrha nostalgičnog marketinga i nostalgičnih brendova je da omoguće potrošačima da putuju kroz vreme, nazad u rano detinjstvo i da se prisete svojih prijatnih iskustava i uspomena, pa čak i da sebe sagledaju iz drugačije vremenske perspektive. Ovakvi brendovi privlače pažnju publike koketiranjem sa starijim, proverenim i poznatim trendovima iz prošlosti, što potrošačima priziva pozitivna sećanja. Ovaj rad želi da približi i predoči informacije koje kompanijama i marketinškim stručnjacima mogu pomoći da se lakše odluče za strategiju nostalgičnog marketinga. Iako danas mnoge svetski poznate kompanije koriste nostalgične brendove i nostalgične apele kako bi proširile ciljno tržište, premostile jaz između generacija i pobedile konkurenciju na tržištu, stiče se utisak da se potencijali ovog efikasnog marketinškog pristupa nedovoljno koriste. Iz tog razloga, osnovni cilj rada je da analizira prikupljene informacije iz dostupne naučne literature i da ponudi nove smernice stručnjacima u ovoj oblasti. Implementacija strategije nostalgičnog marketinga i kreiranje nostalgičnih brendova stvara neraskidivu emocionalnu vezu sa potrošačima, zauzvrat, potrošači su spremni da izvrše kupovinu, samo da bi se prisetili svojih prošlih uspomena i još jednom doživeli osećaj nezavisnost i pripadnosti iz detinjstva. Marketinški stručnjaci bi morali da pronađu ravnotežu između starog i novog, odnosno da stvore moderan preokret prema starom proizvodu. Nostalgični brendovi, na današnjem zahtevnom tržištu, bi trebalo da ispunjavaju savremene standarde, ali da u tom procesu modernizacije ne oskrnave osnovni koncept sa kojim su potrošači nekada odrastali.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/bastina31-32572
primljen: 12.05.2021.
objavljen u SCIndeksu: 08.10.2021.
metod recenzije: dvostruko anoniman
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