Retro brands in the retailing environment: A review and research propositions

Abstract

Since the turn of the 21st century, the rise of retro brands has been generating considerable interest in terms of stimulating positive emotions and influencing consumers' attitudes and retail buying behaviour. The paper presents the results of an extensive review of the recent literature on the role of retro brands in the retail context and consumer-related behaviour. As such, it provides a framework for an improved understanding of the overall retro phenomenon in the retailing environment. Useful insights for both retailers and marketers are provided in order to better understand the concept of retro branding and to enhance the overall retail experience of retro consumers. In addition, recommendations for further research are offered.