Oxford Brookes Business School

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  • Kamil Wyczynski

    PhD: Meanings of retrogaming consumption of 'Generation X' and 'Millennial' men

    Marketing

    Oxford Brookes Business School

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    Mode of StudyFull-Time
    SupervisorsJanine Dermody, Jackie Clarke
    Research AbstractRetro video gaming is a fascinating and growing area of retro consumption which so far has been left outside of the marketing academic discourse. Exploring this form of the retro phenomenon posits an opportunity to fill theoretical gaps concerning the conceptualization and practice of retromarketing in the future. Due to the relative lack of consumer studies concerning retrogaming this research will focus on the “why?” of retrogaming consumption exploring its meanings amongst two generations of male retrogamers. The methodological approach towards the study applies phenomenological interviews with consumers and semi-structured interviews with industry representatives.