Throughout history, humankind has had a love-hate relationship with wild animals. On the one hand, we fear and detest powerful predators, especially those that destroy our crops and kill our livestock. On the other hand, we envy and admire their speed and grace, adorn ourselves in their fur and...

Retro brands are relaunched historical brands with updated features. The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I — The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand...