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...

Purpose – The purpose of this paper is to reflect upon the author’s involvement in the paradigm wars of the 1980s in marketing and consumer research. In this paper, the author describes his role in the ecological succession of the discipline at a critical juncture between the early efforts...