<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The main objective of this article is to present the relevance and possibilities of using the “retro” trend in marketing communication strategy of global brands, taking into account intercultural environment of companies. In the article the examples of retro-communication of global brands are presented. The results of comparative studies of attitudes of French and Polish consumers concerning retro communication campaigns of global brands are also analysed, taking into account the product category, as well as geographic and cultural consumers characteristics. The results of the research confirm the significance of retro marketing communication in case of global brands in current market conditions and their impact on consumers attitudes.</p></abstract>

The main objective of this article is to present the relevance and possibilities of using the “retro” trend in marketing communication strategy of global brands, taking into account intercultural environment of companies. In the article the examples of retro-communication of global brands are presented. The results of comparative studies of attitudes of French and Polish consumers concerning retro communication campaigns of global brands are also analysed, taking into account the product category, as well as geographic and cultural consumers characteristics. The results of the research confirm the significance of retro marketing communication in case of global brands in current market conditions and their impact on consumers attitudes.

The “Retro” Trend in Marketing Communication Strategy of Global Brands

Université Paris-Est, ESIEE-Paris and Institut de Recherche en Gestion, France

Journal of Intercultural Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The \u201cRetro\u201d Trend in Marketing Communication Strategy of Global Brands"}

The main objective of this article is to present the relevance and possibilities of using the “retro” trend in marketing communication strategy of global...

The “Retro” Trend in Marketing Communication Strategy of Global Brands

Published Online: Jan 29, 2016

Page range: 119 - 132

DOI: https://doi.org/10.1515/joim-2015-0024

Keywords
retromarketing, globalisation, marketing communication strategy, consumers attitudes, brand, brand management

© 2015 Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The “Retro” Trend in Marketing Communication Strategy of Global Brands

Published Online: Jan 29, 2016

Page range: 119 - 132

DOI: https://doi.org/10.1515/joim-2015-0024

Keywordsretromarketing, globalisation, marketing communication strategy, consumers attitudes, brand, brand management

© 2015 Społeczna Akademia Nauk

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
retromarketing, globalisation, marketing communication strategy, consumers attitudes, brand, brand management