Marketing the past : a literature review and future directions for researching retro, heritage, nostalgia, and vintage
Over the last decades, marketing literature has persistently been interested in how marketers and consumers alike engage with the past through past-themed brands, products, and services. However, our knowledge on past-themed marketing is scattered and treated in largely separated literature streams on retro, heritage, nostalgia, and vintage. This article reviews marketing literature on retro, heri
