Abstract

Nostalgia is a well-known concept in retro-marketing studies. Nostalgia is also the main driver of the implementation of vintage innovation, an emerging technological reaction to the decline of old technological products. Currently there is a lack of literature about the various consumer dynamics of the market niches in which vintage innovations are adopted. The article develops a theoretical model based on four research propositions showing how various marketing-based and technology- based variables affect the main relationship between collective nostalgia and consumption dynamics by users of vintage innovation. The article ends by offering some theoretical and managerial implications.