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Nostalgia marketing and (re-)enchantment
Abstract
Most marketing and branding activities are essentially concerned with enchantment—the rendering of the ordinary into something special. To create enchantment, companies are increasingly marketing past-themed brands and products. Yet, there is little research about why and how such nostalgia marketing creates enchantment for consumers. Building on different modalities of nostalgia identified in sociological literature (reluctant nostalgia, progressive nostalgia, and playful nostalgia), we analyze the creation of enchantment through a longitudinal, qualitative, multi-method program of inquiry. We find three routes to enchantment grounded in different nostalgia modes: (1) re-instantiation (symbolic retrojection into a past), (2) reenactment (reflexively informing the present with past-themed brands and practices), and (3) re-appropriation (ludic re-interpretation of the past). By unfolding the different ways in which marketers can press rewind to create enchantment, we discern important implications for theorizing and managing past-themed brands in terms of marketing strategy, targeting and positioning, brand experience design, and marketing communications.
... In this article, we explore and illustrate such aestheticization processes. Following Hartmann and Brunk's (2019) study of nostalgia marketing, we focus specifically on the theoretical context of 'the past'. The past, here manifested in past-themed brands, products, and consumption practices, provides a rich and powerful facilitating consumption context for such an exploration, primarily for two reasons. ...
... Consider for example the distinct looks of retro brands (Brown, Kozinets, and Sherry 2003), the enchantment (here understood as moments of romance, wonder, magic, and special) created partly through past-themed aesthetics in nostalgia marketing (Bach 2002;Hartmann and Brunk 2019), or the distinct revived aesthetics of re-launched brands marketers use to aid authenticating their brand (Hartmann and Ostberg 2013). From this perspective, the valorization of a past-themed brand or practice as being aesthetic becomes an important ingredient for the creation of enchantment of those brands or practices. ...
... In our analysis, we compared and contrasted our two empirical contexts as cases of re-appropriation and re-instantiation routes of enchantment (Hartmann and Brunk 2019). We explored how the aesthetic formation of the past is elaborated through the hybridity of the past and present and across different agents. ...
... ''Nostalgia can be either restorative, aiming to bring again what ostensibly was, or reflective creating contentment with the past as the past, even if embellished'' (Gvion, 2009, p. 52). It can also be forward-looking and optimistic (Hartmann and Brunk, 2019;May, 2017). Nostalgia therefore links to the development of the psychological resources of gratitude, hope and optimism needed to weather difficult times (Pellerin and Raufaste, 2020). ...
... Interestingly, although not signposted in our review of the literature, we found that one of the emotions often expressed was anticipation and this manifested in a number of different ways. One of these was the connection between the past and the future (Hartmann and Brunk, 2019;May, 2017). This encapsulates the optimistic elements of nostalgia that are so important for wellbeing (Pellerin and Raufaste, 2020). ...
Purpose
To explore the value in reminiscing about past festivals as a potential way of improving wellbeing in socially isolated times.
Design/methodology/approach
The paper uses previous research on reminiscence, nostalgia and wellbeing to underpin the analysis of self-recorded memory narratives. These were gathered from 13 pairs of festivalgoers during Covid-19 restrictions and included gathering their individual memories and their reminiscences together. The participant pairs were a mix of friends, family and couples who had visited festivals in the UK, Finland and Denmark.
Findings
Four key areas that emerged through the analysis were the emotions of nostalgia and anticipation, and the processes of reliving emotions and bonding through memories.
Research limitations/implications
Future studies could take a longitudinal approach to see how memory sharing evolves and the impact of this on wellbeing. The authors also recommend undertaking similar studies in other cultural settings.
Practical implications
This study findings have implications for both post-festival marketing and for the further development of reminiscence therapy interventions.
Originality/value
The method provides a window into memory sharing that has been little used in previous studies. The narratives confirm the value in sharing memories and the positive impact this has on wellbeing. They also illustrate that this happens through positive forms of nostalgia that centre on gratitude and lead to hope and optimism. Anticipation, not emphasised in other studies, was also found to be important in wellbeing and was triggered through looking back at happier times.
... In the context of brand resurrection, nostalgia and credibility could play a specific role between brand narrations and consumer reactions. Indeed, on the one hand, marketing research has notably shown that the past narration can enchant consumer experience through nostalgia (Hartmann & Brunk 2019) and in parallel nostalgia is notably known to have positive impacts on brand attitude (Muehling & Sprott 2004) and brand attachment (Fournier 1998). Given these results, nostalgia could mediate the link between brand narrations and consumer reactions towards the resurrected brands. ...
... In addition, even though previous research mainly emphasizes the role of nostalgia in brand resurrection movements (Davari, Iyer & Guzmán 2017), brand resurrection strategies (Brown, Kozinets & Sherry 2003, Cattaneo & Guerini 2012) and re-enchantment (Hartmann & Brunk 2019), the present study confirms the role of nostalgia but also highlights the role of credibility as a key driver of consumer behavior toward resurrected utilitarian brands. Because utilitarian brands refer to effective, helpful, and practical features (Voss, Spangenberg & Grohmann 2003), this research allows a better understanding of how utilitarian brand resurrection can trigger both brand nostalgia and brand credibility. ...
In the context of brand resurrections, we do not know how past and present narrations influence consumers’ reactions towards resurrected brands. Based on the concepts of “there-being” (Dasein) and “becoming” (Zukommen) we conducted two experiments focused on two utilitarian brands and manipulating past and present narrations (three scenarios). Because a resurrected utilitarian brand implicitly refers to both an authentic “there-being” and to the usefulness of the product/service, the results show that the single use of high present narration triggers more positive consumer reactions than the single use of high past narration. In parallel, the mix of past and present narrations generates more positive brand reactions than the single use of high present narration or the single use of high past narration. Moreover, the present research suggests that in order to explain consumers' reactions towards utilitarian brand resurrections, managers should ensure the brand credibility, since it is a stronger lever than brand nostalgia.
... Rooted in the Consumer Culture Theory, nostalgia has been recently integrated into marketing and is proven to be a key driver for consumer purchase decisions (Braun-LaTour et al., 2007;Ford et al., 2018). Previous research reveals positive effects of nostalgia as an emotional state which can spark feelings of love, happiness, joy and satisfaction (Cho et al., 2021;Hartmann and Brunk, 2019) and relief of their longing for a connection with the past (Hong, 2017). Chae et al. (2021) posit that nostalgia can result in stronger brand equity, which in turn influences customer buying behavior. ...
... modern) positioning. Further, it would be beneficial for brands and products positioned as traditional to evoke a sense of nostalgia as nostalgia has proved to be a positive emotion that can lead to happiness, joy and satisfaction (Hartmann and Brunk, 2019;Hong, 2017). This will not only improve customer buying behavior but also develop a stronger connection between customers and the brand (Chae et al., 2021). ...
Purpose
Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.
Design/methodology/approach
Two experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.
Findings
The findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.
Originality/value
This research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.
... Nostalgia is a bittersweet feeling characterized by an emotional yearning for the past (Starobinski & Kemp, 1966). Researchers have also discovered that, while nostalgia is made up of two emotions (good and negative) (Boym, 2007;Holak & Havlena, 1998), it is primarily a positive experience (Hartmann & Brunk, 2019). Furthermore, when confronted with a terrible scenario, people are prone to nostalgia. ...
... Wang, 2019). According to (Koles, Wells, & Tadajewski, 2018) compensatory consumption can take many forms; it can be directly tied to the source of unpleasant emotions, or it can be more broadly related to the generation of positive feelings (Kim & Gal, 2014) or the distraction of an individual from the source of negative emotions (Hartmann & Brunk, 2019). In compensatory behavior, the focus is on the decision about, procurement, and use of things in response to a shortfall produced (Kim & Gal, 2014;Koles et al., 2018;Si, 2021;W. ...
The interrelationships between individual cognitive processes, emotions, and compensatory
consuming behaviors were investigated in this study.
... Nostalgia is a bittersweet feeling characterized by an emotional yearning for the past (Starobinski & Kemp, 1966). Researchers have also discovered that, while nostalgia is made up of two emotions (good and negative) (Boym, 2007;Holak & Havlena, 1998), it is primarily a positive experience (Hartmann & Brunk, 2019). Furthermore, when confronted with a terrible scenario, people are prone to nostalgia. ...
... Wang, 2019). According to (Koles, Wells, & Tadajewski, 2018) compensatory consumption can take many forms; it can be directly tied to the source of unpleasant emotions, or it can be more broadly related to the generation of positive feelings (Kim & Gal, 2014) or the distraction of an individual from the source of negative emotions (Hartmann & Brunk, 2019). In compensatory behavior, the focus is on the decision about, procurement, and use of things in response to a shortfall produced (Kim & Gal, 2014;Koles et al., 2018;Si, 2021;W. ...
Many people have been unable to participate in their usual leisure and recreational activities dueto the Covid-19 outbreak. Individuals feel a variety of emotions in uncertain situations, such asthe current one, and certain emotions may cause individuals to engage in compensatory activities.The interrelationships between individual cognitive processes, emotions, and compensatoryconsuming behaviors were investigated in this study. Data for the study was gathered through anonline survey using a self-administered questionnaire. Hypotheses were tested with the helpSMART PLS3. The findings of this study successfully demonstrate the impact of people's emotionsand on how they perceive the COVID-19 circumstance. This study adds to the current knowledgeby developing a conceptual model that looked into the interactions between COVID-19perception, nostalgia, browsing, boredom, and impulse buying behavior. Furthermore, the study has practical significance, notably for marketers, by assisting them in better understanding howthe pandemic's perception and emotions interact to produce a behavior reaction.
... Nostalgia has been widely utilized as an effective strategy in advertising (Hartmann & Brunk, 2019). Nostalgia appeal in advertising is conceptualized as an attempt to evoke the viewer's "nostalgic reflection" (i.e., recalling memories) (Muehling & Sprott, 2004). ...
... Nostalgia appeal in advertising is conceptualized as an attempt to evoke the viewer's "nostalgic reflection" (i.e., recalling memories) (Muehling & Sprott, 2004). The current marketing literature mainly concentrates on the effects of nostalgic advertising on consumer attitudes toward advertising (Chang & Feng, 2016), brand attachment (Kessous et al., 2015), and preference regarding various products and services (Hartmann & Brunk, 2019;Hinsch et al., 2020). Notably, Li et al. (2019) found that historical nostalgia evokes emotions more than personal nostalgia in the nostalgia strategies concerning the hotel industry. ...
Although the effect of temperature on consumers is ubiquitous, little is known about how temperature affects consumers’ attitudes toward nostalgic advertising. Drawing on embodied cognition theory, this study explores the effect of temperature on consumers’ attitudes toward nostalgic advertising through the mediator of the affective system. Based on two experiments involving personal and historical nostalgic advertising, our results show that when exposed to comfortable temperature, consumers follow the “assimilative effect” of temperature; warm temperatures trigger more positive attitudes toward nostalgic advertising when compared with cool temperatures. However, when exposed to uncomfortable temperatures, consumers follow the “complementary effect” of temperatures; cold temperatures lead to more positive attitudes toward nostalgic advertising than hot temperatures. Furthermore, the affective system plays a mediating role between temperature and consumers’ attitudes toward nostalgic advertising. This study contributes to the literature on temperature in marketing and provides a practical guide for companies to implement nostalgic advertising strategies.
... Atonement denotes someone taking action to repent for a previous wrongdoing. Little is known about the dynamic between collective guilt and atonement in past-themed consumption where focus has mainly been on the sugar syrup of nostalgia (e.g. Brown 1999Brown , 2001Brown, Kozinets, and Sherry 2003;Goulding 2001;Hartmann and Brunk 2019;Holbrook 1993;Stern 1992). ...
... In their paper on the mountain man myth, for example, Belk and Costa (1998) bring up the "cultural appropriation of Indianness" (235) without providing any further inquiry on its possibly harmful social implications. Indeed, although there is no universally accepted definition of nostalgia in consumption, nostalgia has been ascribed with mostly positive attributions such as carnivalesque (Kozinets 2002), pastoral (Thompson 2004b), playful (Hartmann and Brunk 2019), pure and idyllic (Canniford and Shankar 2013). Drawing on Fred Davis's (1979) sociological study Yearning for Yesterday, a common feature of research here is that nostalgia refers back to an earlier period sometimes even preceding the individual's lifetime and draws on biased or selective recall of past experiences (e.g. ...
Consumer understanding of the past often revolves around myths or sanitized versions of history. Consumers resort to these fantasies to connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is the case with the Viking myth, which has been misappropriated by white supremacists. Using Derrida’s concept of “hauntology” as a theoretical lens, findings suggest that the Viking myth, in addition to nostalgia, may evoke feelings of collective guilt when inscribed in a present-day ideological landscape. Findings also show that consumers can resolve such mythological tension by employing atonement as a self-authenticating act. The theoretical framework of collective guilt as a hauntology explains relationships between consumer myth-making and nostalgia that have not been recognized by prior research on past-themed consumption.
... Perhaps, logically considering the proximity between the two fields, a very similar evolution can be identified in marketing studies. Increasingly widespread interest in historical analysis, particularly as a tool to analyze brand construction and nostalgia-based marketing (Hartmann and Brunk, 2019; Authors thank the two anonymous referees for their very useful comments and suggestions. They also want to thank the two editors of the special issue, Hélène Gorge and Nil Özça glar-Toulouse for their great support. ...
... One could argue for instance that nostalgia branding (Hartmann and Brunk, 2019;Grebosz-Krawczyk and Pointet, 2020) proves that there has been a shift, again, in this framework. However, it should be noted that nostalgia branding is not quite a return to the reliance on past experience, insofar as nobody really wants to argue that what is sold is identical to the original past product. ...
Purpose
A growing share of the literature in the fields of marketing and organizational theory is focusing on the uses of the past. This paper aims to propose an analysis of these uses over the long run and concludes that these uses of the past may themselves be historicized.
Design/methodology/approach
The paper uses accounting textbooks published in French from the seventeenth to the nineteenth century. This study uses historical and organizational literature to account for observed variations.
Findings
Two conceptualizations of the past can be found in the sources from the period studied, depending on the period one considers, each of them leading to a different marketing strategy. In the first one, the past is presented as providing most or even all the value of what is offered in the present, as past experience serves as a stepping stone to a better product. The second conception breaks with these mostly positive views and presents the past as a dangerous routine, from which one must be freed to innovate.
Originality/value
Studying marketing uses of the past over the long run allows us to identify a limited set of possible sales pitches using the past to promote work and to identify the constraints orienting these pitches at any given time.
... Studies in consumer nostalgia have documented the effects of scent-evoked memories on behaviors akin to the Proustian phenomenon (Orth & Bourrain, 2015). Nostalgia offers various benefits to brands, such as creating enchantment and re-enchantment (Hartmann & Brunk, 2019) and enhancing brand relationships (Youn & Dodoo, 2021). Autobiographical memory contributes to a person's life narrative and shapes future decisions (Fivush 2011;Markowitsch 2003). ...
... Specifically, advertisements using nostalgia were found to elicit positive feelings at the time of exposure (Pascal et al., 2002), especially with consumers with "high" past brand attachment (Langaro et al., 2020). Interestingly, Hartmann and Brunk (2019) found that marketers were using enhancement grounded in nostalgia in numerous ways and found that "past-themed brand" can be effective in redirecting or improving any current defects in the present brands. Cattaneo and Guerini (2012) examined the impact of nostalgia on brand strategies and discovered that there were no significant differences among various demographics. ...
Purpose
The authors sought to examine how nostalgic feelings influenced purchase intentions of sport fans towards branded merchandise. Additionally, the goal was to test the childhood brand nostalgia (CBN) scale to see if it was an effective measure in this context. This was an important early step in understanding the way nostalgia may influence sport fan's merchandise preferences.
Design/methodology/approach
Surveys were completed by 601 fans of two professional sport teams in the USA. These consumers were targeted geographically through Amazon Mechanical Turk (MTurk) and half given a modern branded t-shirt and the other half a retro branded t-shirt. To examine brand nostalgia in this context, the CBN measure was evaluated and examined to see its impact on each group, using hierarchical regressions.
Findings
The results demonstrated that CBN positively impacted consumers purchase intentions in the retro logoed t-shirt group. However, in the modern logoed t-shirt group, CBN did not significantly influence purchase intentions.
Practical implications
The findings of this study suggest that retro merchandise is working as expected, as it is attractive to those who feel nostalgic about their team. Secondarily, this study's findings suggest it may be vital for marketers to be conscious that their retro materials are connecting to the past.
Originality/value
This study was an early examination of a measure of nostalgia and its impact on purchase intentions in sport. The findings suggested that this CBN instrument may be appropriate in retro marketing research, especially regarding sport merchandise. Further, the findings suggest that nostalgic feelings may be influential toward retro merchandise, but not modern merchandise.
... This will enable customers to recall the authentic features of the company and its product, thereby helping to legitimize its reshoring decisions. Furthermore, as nostalgia is a multi-faceted phenomenon (Hartmann and Brunk, 2019), marketing and brand managers should assess the intended positioning of reshoring brands and design an appropriate communication plan. Such a plan might, for instance, include more emotional, moral or experiential appeals (or combinations thereof) in order to incorporate brand commitment and customer experience, and to evaluate further how customers react to various motivations for reshoring brands (e.g. ...
Reshoring can be theorized as a brand‐revitalizing process for fostering companies’ ability to create value in the home country. The question of how to maintain sustainable reshoring implementation strategies by developing favourable brand responses is an important but underexplored field. Given that reshoring brand meanings are socially constructed and causally inferenced by consumers, we advocate that a reshoring brand revitalization should begin by understanding what constitutes customers’ attributions to reshoring motives. We identify values‐driven, stakeholder‐driven and strategic‐driven attributions as determinants of the sense of the institutionalization process (brand authenticity, legitimacy and sustainability). These institutional logics comprise drivers that influence brand love and brand advocacy. We conduct an empirical study (n = 1043) in China. The findings indicate that institutionalized reshoring branding activity is significantly influenced by customers’ attributions to underlying reshoring decisions. Reshoring brands that achieve institutional recognition are more likely to generate brand love and advocacy. In addition, our study provides empirical evidence that nostalgia (1) strengthens the influences of stakeholder‐driven attributions on brand authenticity and sustainability, (2) inhibits the influence of values‐driven attributions on brand authenticity and (3) inhibits the influence of strategic‐driven attributions on brand authenticity, legitimacy and sustainability. Reshoring brand managers should consider these connections when designing their reshoring implementation strategies in the home country.
... Transposing oneself to a previously lived episode that was of personal relevance can help consumers to remember different parts of their life or even forgotten desires. While nostalgia marketing evokes a rosetinted past in a sentimental and utopian manner (Hartmann & Brunk, 2019), mental time travel to one's actual past can prompt consumers to re-engage with their real experiences from a different time where they mentally see, hear, and feel the emotions that they felt at the time, thereby eliciting an experience in their minds. Thus, employing marketing campaign elements that enable consumers to mentally transpose oneself away from the "here and now" through mental time travel helps marketers to facilitate another type of experience for consumers. ...
This research introduces the concept of mental time travel experience (MTTE) to the experiential marketing literature as a new type of experience that marketers can evoke to prompt consumers to mentally travel to a different time in one’s personal past or forwards in time to one’s personal future. Although research indicates that experiences are a cornerstone of building positive brand equity for firms, and that humans are rarely mentally in the present moment, there is a distinct gap regarding experiences that take place in consumers’ minds. We address this gap with the introduction and examination of MTTEs with two between-subjects studies with 1,879 participants. Results identify three factors important to the elicitation of MTTEs and mental time travel to the past as a key factor to influencing behavioral intentions. Finally, findings indicate that lower states of immersion have the propensity to strengthen mental time travel’s effect on behavioral intentions.
... According to this description, traditional tea has strong traditional agricultural and cultural qualities, and its manufacturing process adheres to the sustainable development concept of humannature symbiosis. Consumers' nostalgia proneness can activate a product's cultural appeal (Rose et al., 2016;Urde et al., 2007), and nostalgic marketing can make ordinary goods special (Hartmann and Brunk, 2019), which influences purchase intention for heritage by creating emotional value for consumers (Merchant and Rose, 2013). Simultaneously, as societal pressures rise, people need nostalgia for fleeting pleasure (Lasaleta et al., 2021). ...
Globally Important Agricultural Cultural Heritage Systems (GIAHS) were recommended by the United Nations to promote the development of agricultural heritage, as agricultural sustainability is garnering more and more attention, and therefore agricultural heritage is revived. Consumer preferences for agricultural heritage products, which are a vital driver of sustainable agriculture, have been neglected in previous studies. Given the recent focus on consumer nostalgia in marketing, this study uses traditional tea as an anchor to investigate the relationship between consumer nostalgia proneness and purchase intention to contribute to the preference for agricultural heritage products. We used a high-order structure to investigate the mechanism, the results revealed that nostalgia proneness positively influences purchase intention, with perceived value as a mediating factor in this study. We extend the theory of perceived value to include the analysis of consumers' agricultural heritage products preferences, improve the application of nostalgia proneness, and provide management suggestions based on the findings.
... Childhood experiences elicit nostalgia (Hartmann & Brunk, 2019), and cartoon characters are core elements of childhood experiences (K. Zhou et al., 2021). ...
As an important marketing strategy, nostalgia marketing is widely used by enterprises to attract consumers and influence their decision‐making. Besides, feelings of nostalgia can be easily elicited in people's daily life and exert a great impact on them. Though the effect of nostalgia on consumer behavior has been extensively studied, whether and how nostalgia affects consumer preference for products with certain visual designs remain underexplored. Our research extends this domain by focusing on product shape preference as a new downstream consequence of nostalgia. Five studies (including one field experiment) demonstrate that nostalgia can increase consumer preference for circular‐shaped products, with social connectedness as the underlying driver. Moreover, the indirect effect of nostalgia on circular shape preference via social connectedness is moderated by consumers' current social connections, such that the effect holds true for consumers with a low number of current social connections but is eliminated for those with a high number of current social connections. Together, marketers seeking to increase the sales of circular‐shaped products may use nostalgic elements or cues in marketing campaigns.
... According to our findings, marketers could capitalize on compassion as an effective strategy to establish consumer-brand connection. For instance, research in nostalgia marketing shows that its implementation connects with consumers on an emotional level and drives greater perception of brand heritage and loyalty (Hartmann & Brunk, 2019). Our findings herein concur with and extend research on the power of affective states, and demonstrate that by activating compassion, marketers can convince consumers to identify with a brand and nurture a consumer-brand connection thereof. ...
We examine the anthropomorphism of brands as either a servant or a partner in religious advertising. Across five studies, we demonstrate that the impact of such anthropomorphism depends on consumers' political ideology. When exposed to religious advertisements (vs. nonreligious advertisements; Studies 1B and 1C), politically conservative consumers are more favorable toward brand‐as‐a‐servant anthropomorphism (Study 1), which arises from greater state‐based compassion (Study 2). However, this conditional preference for servant anthropomorphism only occurs for less religious consumers (Study 3). This study informs marketers regarding optimizing the effectiveness of using anthropomorphic brand images in religious advertising predicated on political ideology‐based segmentation strategies. The key takeaway is that portraying a brand as a servant is more appealing for conservative consumers who are less religious.
... How can B2B firms effectively utilize nostalgic appeal to influence B2B buyers' decisions? Research on nostalgia marketing has gained traction in the B2C literature in recent years, as consumers' "sentimental longing for the past" (The new Oxford dictionary of English, 1998) was found to positively influence consumers' brand evaluations and purchase intentions (Hartmann & Brunk, 2019;Jun, Park, & Kim, 2022). Given the potential of nostalgic appeal in influencing buyer behavior, future research should examine how firms can effectively use nostalgic appeal to B2B buyers to enrich our understanding of this topic. ...
Business-to-business (B2B) buying consists of a complex set of activities and processes involving numerous stakeholders and touchpoints that have attracted robust scholarly inquiry for several decades. This research extends the current knowledge on the B2B buying phenomenon by undertaking a broad literature review and offering a comprehensive agenda for future research. In particular, the paper focuses on the emerging use of concepts, theories, and frameworks from the consumer behavior (CB) literature to explain B2B buyer behavior. This approach represents a much-needed evolution in B2B buying research that breaks from the traditional research perspectives that have guided B2B buying research to date. Hence, this research addresses three goals: First, it reviews B2B buying studies in specialty B2B marketing journals and FT-50 marketing strategy journals to identify the predominant themes that guide the research in this stream of literature. Second, it assesses the use of CB theories and frameworks in grounding empirical examinations of B2B buying phenomenon. Third, the paper sets out a prospective agenda that highlights various research propositions related to B2B buying by leveraging key themes in the CB literature that are relevant to B2B buyer behavior research.
... Brand inheritance has a positive impact on destination preferences, especially for consumers with special profiles. The retrobranding approach using the nostalgic emotions of the past is considered to be able to effectively attract and restore the image of some destinations (Hallegatte et al., 2018); (Brown et al., 2003); (Cattaneo & Guerini, 2012); (Hartmann & Brunk, 2019); (Hemetsberger & Pirker, 2006). The two entities -emotions and memories -can also be interpreted as a way of destination to maintain its identity. ...
Kalianget Kota Tua is one of the first modern cities on Madura Island, this city was built during the VOC period and was continued by the Dutch East Indies government. Kalianget was developed into a city because of its very strategic location and is the busiest port in the Madura Strait. Several historical relics still found in this area, such as the first Modern Briquette Salt Factory in Indonesia which was built in 1899 and various moderen facilities of its time. In addition to being historical relics at this time, these buildings are also evidence of how strong the Dutch East Indies government monopolized the salt production in Madura. Therefore, the purpose of this research is to see the old city discourse in Sumenep Madura as part of heritage branding. The subject of the research as well as the unit of analysis is the media text that presents news about the Kota Tua in Sumenep which is transformed into cultural heritage. This research used systematic literature review to obtain the media discourse framing into research object. In general, the stages of conducting SLR consist of 3 major parts: planning, conducting and reporting. In this research, a protocol that contains procedures and methods for conducting SLR is prepared. The components in the protocol include: determining the research background, formulating research questions, making terminology from research objects, selecting criteria, making lists and procedures for examining data, extracting, and synthesizing data. The results of the analysis are then discussed with an approach from the concept of heritage branding in tourism context. This chapter pursues to forecast to what extent Kalianget Kota Tua in possibility of destination branding development based on its heritage advantages.
... Second, our research is focused on analyzing the effects of experiencing disease threat in particular product categories mainly from a food-related domain. However, considering that nostalgic appeals are relevant in a much broader set of domains (Hartmann & Brunk, 2019;Kessous et al., 2015), future research could systematically analyze the effects across various product categories. Future researchers could explore and extend the present findings in other contexts, such as durable goods, fashion items, and so forth to increase the generalizability of our findings. ...
Recent research views nostalgia as a valuable resource that can be accessed in times of distress and discomfort. The present work complements this literature by examining novel and previously uncovered triggers and downstream consequences of nostalgia in the consumer domain: disease‐threat and protective behavior. The current paper argues that nostalgia functions as such a psychological resource with buffering qualities and is used as a coping mechanism to maintain comfort when experiencing disease threat—the perception of a potential threat posed by an infectious disease. Using an archival data set and five experiments, the authors demonstrate that when facing a disease threat, but not an actual occurrence of disease, consumers experience a higher need for nostalgia and show an increased preference for nostalgic products. That is, internet searches for nostalgic products rise during flu season as well as COVID‐19 pandemic (Study 1), disease threat induces increased levels of experienced nostalgia (Study 2), which translate into increased preferences for nostalgic products (Study 3 and Study 5), mediated by disgust (Study 4). Finally, the authors show the resource value of product‐induced nostalgia, demonstrating the ironic effect that it can compensate for disease‐protective behavior (Study 6). The results provide important practical implications for marketers and policy‐makers who could focus on promoting nostalgic products or incorporating nostalgic cues in product design and communication that would generate positive consumer evaluations when the threat of illness or disease is salient.
... This emotional dimension is a sine qua none of a nostalgic structure of feeling, being a crucial differentiator from other practices of memory (Keightley & Pickering, 2012, p. 116;Saramifar, 2019;Vasudevan, 2020). Second, nostalgia is expressed through a repertoire of meanings which construct a 'golden age' of some kind, or attempts to recover the past, by making use of certain discourses and symbolic devices (Boym, 2001;Elçi, 2021;Hartmann & Brunk, 2019). Finally, nostalgia is materialised in objects, places, media texts and other cultural products, i.e., the structure of feeling is concretised in some material form (Al-Ghazzi, 2018;Cross, 2015;Ochonicky, 2020;Prayag & Del Chiappa, 2021). ...
In this thesis, I analyse how young audiences engage with nostalgic media texts. In recent years, from remakes or reboots to media texts set in previous decades, nostalgia has become a key ingredient of recent media production. Hence, I address two specific research questions: 1) how do young audiences interpret the past represented in nostalgic media texts; and 2) how do the national context and social identities of young audiences mediate their engagement with nostalgic media texts? For this, I conducted a media consumption habits survey, 13 focus group discussions, and 35 paired interviews in one private and one public secondary education school in Costa Rica. My intention is to explore the reception of nostalgic media texts in a nation of the Global South in which the past has recently generated political and social tensions. Thus, I first argue that these young audiences interpret the past represented in nostalgic media texts through an aestheticisation of the past and by employing a particular nostalgic social imaginary. Following textual cues and national discourses, these young people idealise the styles of the past but exhibit a critical awareness in terms of some social tensions of previous decades. Then, I argue that nostalgia is a structure of feeling which emerges from an unsatisfying present. By exploring the social identities of the participants, I discuss how nostalgia is differently articulated depending on the social position of these young people. I identify how the students from the private school experience an aesthetic nostalgia, based on the romanticisation of the styles of the past but characterised by an optimistic appraisal of the future, and how the students from the public school experience a material nostalgia, an idealisation of the past derived from daily experiences of economic deprivation and the expectation of a precarious future.
... The consumption of enchantment has recently been explored (see Hartmann & Brunk, 2019;Houran, Lange, & Laythe, 2020;Lange, Houran, & Tracey, 2021). However, the production of enchantment still remains a largely underdeveloped research area, last broadly addressed in tourism literature that investigates the appeal of culturally-themed Millennium visitor attractions (Richards, 2001;Ritzer, 1999;Ritzer, 2010;Schneider, 1993). ...
This article makes an original contribution to tourism research by examining how enchantment is produced. Light installations are presented as storyscapes, crafted from technical metamorphoses and mythical, fairytale and folklore narratives. The findings uncover the importance of the creative praxis of designers, which infuses the peculiarly enchanting affective agency and presence of their installations. We demonstrate how the production of enchantment differs conceptually from other forms of tourism development by offering visitors disturbing, sublime, uncanny, unexpected experiences. This leads to a reappraisal of the imagineering of tourist enchantment as less programmed and more anarchic. The findings indicate how enchantment can defamiliarise and refresh intangible cultural heritage, opening up the possibility of new imaginative thresholds within the tourism industry.
... Curiously, "novelty" was not the prime motivator of people's prospective experiences of enchantment. This agrees with Hartmann and Brunk's (2019) argument that enchantment can be conjured by various nostalgic associations. In fact, tourist souvenirs (Ramsay, 2009) and photographs, texts, or hashtags (Filieri et al., 2021) might well serve as tangible cues or remembrances of enchanting experiences. ...
We examined the state of “enchantment” as a consumer motivator, especially in the context of social and travel restrictions during COVID-19. An online purposive sample ( n = 104) provided narrative data and ratings of past experiences versus future expectations of enchantment. Linguistic cluster analysis revealed five categories of these experiences termed Escapade, Nostalgia, Catharsis, Communion, and Attachment. These categories strongly align to hospitality-tourism offerings, but businesses must help consumers to overcome certain stated barriers (COVID and economic concerns) to future experiences of enchantment. Moreover, people often intend to relive their past experiences of enchantment but will opt for “escapades” when novelty is desired or repeats are unworkable.
... It has been well-documented how nostalgia marketing invokes positive cultural memories to strengthen the brand image of products and services (Hartmann and Brunk, 2019;Khoshghadam et al., 2019). Fond memories, positive reference to previous decades, emotional triggers and (re)emergence of optimistic feelings assist in humanizing the brands and building pleasant and meaningful associations between the past and the present. ...
Abstract
Purpose: Employing the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption practices within arts related markets.
Design/methodology/approach: Secondary data have been gathered focusing on the analysis of material in the form of books, academic journals, films, videos, television programmes, websites and media reports related to the interface between comparative mythology, the Star Wars brand.
Findings: Firstly, this paper indicates how the long-standing success of the Star Wars brand mirrors and reflects the power of monomythic storytelling in creating a platform for arts and place building branding associations and extensions for numerous products and services. Secondly, this study shows and highlights the potential of monomythic structures/storytelling and comparative mythology in acting an underlying cultural platform whereupon several arts brand associations, narratives, extensions and overall strategies can emerge. Finally, this project suggests how arts marketing scholars could further explore the infusion of mythological narratives within branding practices in the areas of performing/visual arts, museums, entertainment and arts related tourism campaigns.
Originality: Focusing on the most successful film franchise of all times, this study argues that comparative mythology constitutes an endless source for common templates of artistic, cross-cultural and inter-generational marketing practices focusing on universal moral codes and archetypes.
... In marketing and consumer research, by contrast, it's not unusual to come across co-authored introspections, as well as multi-participant SPIs, to say nothing of papers where AIMs are embedded in formal academic articles or excerpted from several, sometimes hundreds, of individual accounts (Gavaria & Bluemelhuber, 2010;Patterson et al., 2008). On top of these, there are manifold mixed-method manifestations, where introspection forms part of a package of interpretive research procedures alongside depth interviews, focus groups, diary records, archival analyses and the like (Hamilton & Wagner, 2014;Hart et al., 2016;Hartmann & Brunk, 2019). Although Gould (2012) distinguishes between single researcher introspections, joint researcher introspections and informant introspections, there are many hybrid forms in addition, not least 'xenoheteroglossic autoethnography' (Minowa et al., 2012). ...
According to James Lovelock of Gaia hypothesis fame, it takes thirty years for innovative ideas to gain acceptance and forty before the heterodox becomes orthodox, all proper and correct and enshrined in textbooks. Thirty years after Stephen Gould’s heretical article on Introspection and the best part of forty years since Morris Holbrook took up his pen, the time is right to evaluate their ideas. Less a rigorous investigation than an irreverent reflection on a reflective research method, this paper summarises the state of the art of introspection – and some of its many permutations – in an appropriately artistic manner.
Craft breweries commonly appeal to tourists and other “non-local” consumers by showcasing iconic cultural, geographic, and historical features in their branding schemes. Such place-based branding neglects locally based consumers who seek intimate connections to community via their consumption choices and routines. In this chapter, we present a case study of The Shop Beer Company, a local craft brewery located in Tempe, Arizona. Data originate from a catalog of 137 label designs and nearly 30 h of unstructured interviews with the brewery founder. Using a grounded theory approach, we organically identify four elements—play, provocation, participation, and proximity—that synergistically represent a novel third place branding model. The model directly integrates the notion of third place with established narratives pertaining to local beer branding and neolocalism more generally. Likewise, the model stands to inform how craft brewers and community developers strategically approach place-making in ways that foreground local consumer connectedness.
People undergoing career transitions often bring aspects of old roles into their new work contexts, and this interface can create conflict between the lingering aspects of one’s work self and the newer aspects of one’s work self. Yet, we know little about how this conflict between old and new selves shapes employee outcomes. We examine this issue among ex-entrepreneurs—individuals who have transitioned from a business owner to a wage employee. Drawing from role identity theory, we develop a model of the consequences of conflict between a lingering entrepreneur identity and a current work role identity. We propose that ex-entrepreneurs who experience higher levels of identity conflict will be more likely to experience burnout and less likely to engage in boosterism of their employer, and that these relationships are explained by lower levels of perceived professional identity growth (i.e., progressive identity). We further suggest that the negative effect of conflict on progressive identity is exacerbated by nostalgia for one’s entrepreneurial past. In a three-stage field survey of ex-entrepreneurs and their romantic partners, we found support for these hypotheses using both partner-rated outcomes and self-rated outcomes. We discuss implications for the literature on entrepreneurship careers and work identity in organizations.
The term 'Nostalgia' can be described as the desire or longing for the past or the liking for the tangible or intangible possessions, actions that are linked with past memories of an individual. According to the research studies carried out in Psychology, many people experience 'Nostalgia' at least once, twice or thrice in a week which in turn makes them feel better. In one of such studies it is found that, playing old songs with meaningful lyrics and soothing music makes people feel good and happy. Through this paper it will be examined how the nostalgic feeling is aligned with the marketing communication of the products. This paper is an attempt to study the concept of Nostalgia Marketing used by Google in the marketing communication of its products and web based services.
The term ‘Nostalgia’ can be described as the desire or longing for the past or the liking for the tangible or intangible possessions, actions that are linked with past memories of an individual. According to the research studies carried out in Psychology, many people experience ‘Nostalgia’ at least once, twice or thrice in a week which in turn makes them feel better. In one of such studies it is found that, playing old songs with meaningful lyrics and soothing music makes people feel good and happy. Through this paper it will be examined how the nostalgic feeling is aligned with the marketing communication of the products. This paper is an attempt to study the concept of Nostalgia Marketing used by Google in the marketing communication of its products and web based services.
Keywords: Nostalgia, Nostalgic, Marketing Communication, Nostalgic Products
Purpose
Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.
Design/methodology/approach
An experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.
Findings
The results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.
Originality/value
This study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.
Retro boş zaman, geçmiş zamandaki bir boş zaman aktivitesinin terkar canlanması ya da retro bir ürün veya hizmet aracılığı ile katılım sağlanan boş zaman aktiviteleridir. Bu araştırmada retro boş zaman etkinliklerine katılım gösteren vosvos klasik otomobil özel ilgi grubu üyelerinin katılım davranışlarının anlaşılması ve açıklanması amaçlanmıştır. Araştırma nitel araştırma desenlerinden biri olan durum çalışması deseni ile yürütülmüştür. Veriler, 2020-21 yıllarında görüşme, katılımcı gözlem, belge incelemesi ve araştırmacı günlüğü yoluyla toplanmıştır. Verilerin analizinde tematik analizden yararlanılmıştır. Elde edilen bulgulardan ulaşılan sonuçlara göre vosvos klasik otomobil kullanıcıları; vosvosa kimlik atfeden, ilgi çeken, sürücülerin kendilerine özellikler atfettikleri, vosvosa anlam yükledikleri, masrafı çok olan ve iyi hissettiriren bir "ciddi retro boş zaman" aktivitesi katılımcı grubudur. Katılımcılar aileden ve çocukluktan gelen ve kullanıcı profiline duydukları ilginin yanı sıra eskiye duydukları merak ile vosvos kullanmaya başlamışlardır. Katılımcıları bir arada tutan öncelikli nedenler arasında yardımlaşma, ilgi çekici olması, iyi hissettirmesi, sosyalleşmeleri, nostaljik duyguları, vosvosla kurdukları bağ ve tutkuları yer almaktadır. Deneyimlerine göre vosvos klasik otomobil kullanıcıları, tutku ile bağlı oldukları, bu hobileri aracılığı ile sosyalleştikleri, nostalji yaşadıkları, özel bağlar kurdukları, teknik ve bakım gibi tecrübeler kazandıkları ve grup içi yardımlaşmanın üst düzeyde olduğu bir retro boş zaman aktivitesi katılımcı grubudur. Gelecek araştırmalar için atari, remastered ve sokak oyunları, cadılar bayramı kutlamaları ve retro sporlar gibi farklı retro boş zaman araştırmaların yürütülmesi önerilmektedir.
Anahtar Sözcükler: Nostalji, Otantisite, Durum Çalışması, Ciddi Boş Zaman, Postmodernizm
O presente documento pretende dar a conhecer o projeto de investigação na área do Design para a Inovação Social e Design de Experiências, que procura entender e explorar contextos interativos pedagógico-lúdicos que estimulem a experiência empática através da saudade/nostalgia/memória. O projeto pretende contribuir para o desenvolvimento de estratégias interativas, materiais e imateriais, que permitam o desenvolvimento empático enriquecedor, intra e inter indivíduos, recorrendo a estórias-testemunho e ao seu enquadramento na História. O desenvolvimento de uma plataforma digital interativa e de uma experiência interativa itinerante permitirá, através da colocação de perguntas e obtenção de respostas, a valorização da importância dos cinco sentidos, quer na perceção das experiências de vida/estórias, quer na perceção do passado e ponderação de um futuro pró-empático
Teknoloji alanında yaşanan gelişmeler dünyada ve Türkiye'de zaman ve mekandan bağımsız yeni yönetim modellerini ortaya çıkarmaktadır. Kurumsal yönetim odağında sanal örgütlenme model önerisi de buna referans niteliğinde kaynak olarak hazırlanmıştır. Bölgesel kalkınma amacıyla yürütülen çalışmalarda ve faaliyetlerde ortaya çıkan idari yapılanma veya yönetim yapısı hem kurumları hem de çalışanları farklılaşmaya doğru yöneltmektedir. Kitabın bu bölümünde yerel kalkınma fırsatlarına uygun olarak yeni nesil örgüt yapısı ve sanal yönetim modeli öneri olarak sunulmuştur.
Purpose: This research aims to verify the extent of the impact of nostalgia marketing as an effective and modern strategy on the brand value. Theoretical framework: the research is to shed light on an important and fundamental aspect of marketing, which is fashion marketing, and how stores that are interested in fashion can follow modern and basic strategies in maximizing the value of their brand. Design/methodology/approach: The researcher targeted a sample of (760) customers who frequent the different branches of LC Waikiki, and used the questionnaire as a means to collect information from customers, and the researcher used (SPSS) program to analyze the data Findings: The most important thing that has been reached is that nostalgia marketing is an effective and basic strategy for LC Waikiki store branches in Iraq that it uses to maximize the value of its brand and targets people who have specific affection and memories for clothing brands. Research, Practical & Social implications: The research examines an important basic angle, which is fashion marketing, and because of its effects on the social reality in Iraq, and due to the large number of fashion trades, it has become necessary to find different strategies to implement them in order to reach success. Originality/value: Examination of a quantitative theoretical framework and data analysis based on advanced statistical methods, and arriving at a set of results for one of the most modern concepts, which is nostalgic marketing.
Scholarly interest in research on travelers’ psychological ownership has recently increased given its relationship with traveler behavior. This study provides a systematic literature review centered on travelers’ psychological ownership, thus organizing extant work and developing guidelines for future research. We employ bibliometric analysis to reveal current research progress in the domain, acknowledge influential contributions, and identify major research streams. Then we use framework-based thematic analysis and develop a Targets-Antecedents-Consequences-Interventions (TACI) framework to explore the theoretical underpinning of travelers’ psychological ownership, yielding structural insights and knowledge gaps. Based on our review, we develop 18 propositions to guide future research. The findings provide academics with a roadmap to advance research on travelers’ psychological ownership.
Purpose
This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.
Design/methodology/approach
This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.
Findings
This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.
Originality/value
To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.
In the process of tourism market upgrading and tourism iteration, tourism companies will face a more complex public opinion environment. Designing a socialized public opinion management method for tourism with social governance to improve people’s livelihood and well-being has become the primary concern of the tourism industry. Therefore, the existing literature has extensively focused on the role and influence of public opinion word of mouth from the perspective of tourist or consumer behavior. However, moderating role of individual tourist characteristics and environmental elements has not yet been deeply explored. Therefore, integrating with the background of the social media, this study examines how electronic word-of-mouth (eWOM) is related to the well-being of people’s livelihood, and explores the interaction between individual characteristics and eWOM perception in Study 1. Furthermore, in Study 2, we provided novel boundary conditions, namely environmental elements (i.e., physical, social and historical environment). We used mixed methods (i.e., quantitative and experimental designs) to reveal that tourists’ perceptions of eWOM have a significant positive effect on tourists’ well-being experience. The results show that tourists’ eWOM perception has a significant positive impact on their well-being experience. In addition, individual characteristics and environmental elements showed significant moderating effects between eWOM and well-being of people’s livelihood. This study discusses the theoretical and practical implications, exploring the value of tourism public opinion management in social governance centered on tourists’ eWOM perception, which helps tourism companies to effectively prevent and resolve risks affecting social harmony and stability in the field of cultural tourism and create a safe and stable cultural tourism market environment.
Purpose
This research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product performance outcomes in the context of the music category: a cultural goods industry with high amounts of product introductions. Market selection decisions are defined by the size, competitiveness and age of market subcategories within an overall product category. Positioning decisions include where a product’s attributes are located spatially in the category (periphery versus the market center), whether a product resides within a single subcategory or spans multiple ones and what brand strategy (single versus co-branding) is used.
Design/methodology/approach
Data are from multiple sources for the US music industry (aka product category) from 1958 to 2019 to empirically test the hypotheses: genres (rock, blues, etc.) correspond to subcategories; artists to brands; and songs to products. Regression analyses are used.
Findings
A complex set of nuanced results are generated and reported, finding that key marketing decisions drive short-term new product success differently and frequently in opposing ways than long-term success. Launching into very new, well-established or very competitive markets leads to the strongest long-term success, despite less attractive short-run prospects. Positioning a product away from the market center and spanning subcategories similarly poses short-run challenges, but long-run returns. Brand collaborations have reverse effects. Short-run product success is found, overall, to be difficult to predict even with strong data inputs, which has substantial implications for how firms should manage portfolios of products in cultural goods industries. Long-run product success is considerably more predictable after short-run success is observed and accounted for.
Originality/value
While managers and firms in cultural goods industries have long relied on intuition to manage market selection and product positioning decisions, this research tests the hypothesis that objective data inputs and empirical modeling can better predict short- and long-run success of launched products. Specific insights on which song characteristics may be associated with success are found – as are more generalizable, industry-level results. In addition, by distinguishing between short- and long-run success, a more complete picture on how key decisions holistically affect product performance emerges. Many market selection and product positioning decisions have differential impacts across these two frames of reference.
Retro ve nostalji pazarlaması, pazarlama alanında tüketicilerle etkileşime geçerek iletişim kurmanın yollarından biridir. Bu çalışma retro ve nostalji pazarlaması hakkında akademisyenler tarafından yayımlanan çalışmaların bibliyometrik olarak değerlendirilmesini amaçlamaktadır. Web of Science veri tabanları belge-arşiv tarama yöntemiyle retro pazarlama ve nostalji pazarlama konu başlığında (başlık, özet, yazarların anahtar kelimeleri, anahtar kelime bulutu-keywords plus-) yayımlanmış 204 İngilizce makaleye bibliyometrik analiz uygulanmıştır. Araştırmanın evrenini 1980-2021 yılları arası yayımlanan 204 makale oluşturmaktadır. Veriler R programı üzerinden yayın bilgisi, atıf analizi, kelime bilgisi, yazar bilgisi, ülkeler arası iş birliği olmak üzere beş başlık altında incelenmiştir. Araştırma sonuçları 1980-2021 yılları arasında retro ve nostalji pazarlaması ile ilgili Web of Science veri tabanındaki İngilizce makaleler hakkında bibliyometrik bir rapor sunmayı amaçlamaktadır. Araştırma sonuçlarının retro ve nostalji pazarlaması hakkında yapılacak araştırmalara genel kapsamlı bir rehber oluşturacağı ön görülmektedir.
This research investigates how reminiscing a society's past can encourage risk taking for the society. In one field study and four experiments, we show that encountering objects or appeals linked to their society’s past can lead individuals to become more risk taking and to choose less certain but potentially better options in decisions for society. This effect is mitigated when the reminiscence concerns one’s personal past and when the decisions concern personal welfare. It can also be mitigated by heightening or suppressing the belief that society has progressed. Our findings validate belief in progress as a novel explanation, suggesting that the thoughts evoked in reminiscence supplement their emotional counterparts such as nostalgic and upbeat feelings in altering how decisions are made. This investigation has pragmatic implications for designing past-linked appeals in advertising and branding as well as in advocacy for social change or innovation.
Background:
Research has demonstrated that nostalgia can improve self-esteem as a positive psychological resource in Western culture. Moreover, nostalgia is cross-culturally consistent. Therefore, nostalgia triggered by an event reflection task affects self-esteem in Eastern cultures. However, it is unknown whether the collective or personal content of nostalgia affects self-esteem and the role of loneliness in this process.
Purpose:
This study examined the cross-cultural consistency of nostalgia's impact on self-esteem, whether nostalgic content affects self-esteem levels, and what role loneliness plays in this process.
Methods:
We conducted two experiments in this study. Experiment 1 used an event reflection task with different instructions to prime the nostalgia and control groups. Participants were asked to complete the Positive and Negative Affect Scale and a revised positive version of the Rosenberg Self-Esteem Scale after priming. Experiment 2 used different instructions and pictures to prime the social and personal nostalgia groups. The PANAS, a revised positive version of the Rosenberg Self-Esteem Scale, and the Russell Loneliness Scale were then administered to the groups.
Results:
Experiment 1 showed that in the nostalgic condition, self-esteem was higher than in the control condition. In the nostalgia condition, participants felt more positive than in the control condition. Experiment 2 revealed that self-esteem was higher in the collective nostalgic context than in the personal nostalgic context. Regarding the positive effect, participants felt more positive in the collective nostalgic context than in the personal nostalgic context. Loneliness also had a mediating effect on this process.
Conclusion:
Results show that nostalgia affects self-esteem through cross-cultural consistency and social nostalgia can be a resource for positive mental health. Moreover, loneliness plays a significant role in mediating nostalgia's effect on self-esteem.
Automated products that take over tasks that consumers used to carry out themselves are becoming increasingly sophisticated, but consumers continue to resist such innovations. Drawing on the status quo bias as a theoretical framework, this article investigates the role of nostalgia in consumer reactions to product automation in a series of six experiments with almost 1,500 participants. The first four experiments converge on a consistent finding: a high (vs. low) degree of automation reduces consumers’ nostalgic feelings about past consumption episodes, which in turn decreases nostalgia‐prone consumers’ product evaluations. Against this backdrop, we conduct two additional experiments to determine how firms’ communication tactics can overcome the negative role of nostalgia proneness in consumer reactions to automated products. We conclude that managers involved in the marketing of automated products should assess the level of nostalgia in their target groups, and align both their intended positioning for the automated product and the decision to automate critical tasks within the product design that may evoke nostalgic feelings in consumers. Furthermore, when consumers are nostalgia‐prone, managers should craft their launch communication tactics such that the focus is diverted from the automated task itself.
La publicidad disruptiva busca un nuevo paradigma para sorprender, basado en parámetros audiovisuales no convencionales, utilizando metáforas sonoras que tratan de aportar originalidad y acercar el mensaje al target del producto. Este estudio exploratorio cuestiona los límites y la efectividad de disrumpir, preguntando directamente a distintos públicos en tres experimentos conjuntos. Los resultados sorprenden ya que el espíritu transgresor que se le supone al individuo contemporáneo no está tan evolucionado como el que se respira en festivales y certámenes audiovisuales. En cualquier caso, esta investigación busca contribuir a una mejor comprensión de la disrupción audiovisual publicitaria, organizando un extenso y vasto corpus de antecedentes teóricos sobre el tema y probando empíricamente una hipótesis al respecto.
While the focus for many advertising academics and practitioners has been on nostalgia, there is a dearth of research on future-focused appeals. We introduce a new concept, forestalgia, or a consumer’s yearning for an idealized future. To understand the impact of nostalgia and forestalgia, qualitative background interviews were conducted with creative directors and other advertising creatives from numerous nationally recognized advertising agencies. Building on the insights from the interviews and using construal level theory as our foundation, we explore consumer response to hedonic and utilitarian products when appeals employ far-past, near-past, near-future, and far-future framing. Thus, we examine whether nostalgia or forestalgia is better suited for certain products. We find utilitarian products are better received with a temporal distance that is far from the present with hedonic products better suited for appeals framed in the far past and near future. Managerial and theoretical implications are discussed, along with future research considerations.
In the wake of the ability to analyze big customer data, personalized pricing is an interesting way for firms to increase profits. However, consumers often perceive these pricing practices as unfair, especially upon learning that they have paid more than other consumers. Thus, managers can either avoid personalized pricing altogether or attempt to mitigate such consumer perceptions. The present research proposes and finds that consumer nostalgia plays a mitigating role that firms might utilize when engaging in personalized pricing. Two lab experiments and one online experiment examine situations in which consumers become aware of disadvantageous personalized pricing for themselves when compared to other lower paying customers. The results provide evidence that the negative effect of disadvantageous personalized pricing (vs. equal pricing) on price fairness perceptions is counteracted by high consumers’ nostalgia proneness via their perceptions of loneliness.
The purpose of this study is to identify the effect of the away game involvement, community identification, and autobiographical memory towards the satisfaction of away games in the context of professional football (soccer). Unlike previous studies, which relied on the participation behavior of fans and their team identification, this study is based on the autobiographical memory of fans who attend away games in Turkey. A total of 204 fans were reached who had minimum one away game experi-ence. The data were subjected to reliability, validity, confirmatory factor analysis, and structural equation modeling procedures. In order to test the structural model created for the purpose of the research, a questionnaire study was carried out with football fans. Results indicated that there were significant relationships between team identification and away game involvement (R2 = .80, p < 0.01). Additionally, the relationship between away game involvement and autobiographical memory was significant (R2 = .95, p < 0.01). This study showed that autobiographical memory has an important effect on game satisfaction (R2 = .89, p < 0.01), while giving sports marketers a more active role in the engagement process through nostalgic cues. Our study has significant implications as to how well sports team managers design sports marketing and fan engagement strategies based on autobiographical memory.
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Purpose: This article will investigate the causes for Nokia’s failure to stay afloat in the market, as well as how the company resurrected in 2017 by employing a nostalgic or sentimental marketing strategy. Technology management on a strategic level at Nokia Corporation is thoroughly examined and analyzed in this study. Nokia used to be the market’s dominant corporation, leader, and pacesetter until it had a massive market disaster. We inferred that the problem at Nokia was not the absenteeism of advancement, but in its place, it was due to a lack of innovation estimation and a misunderstanding that the requirements in the mobile phone market were not only about displaying a cell phone that makes verdicts, sends messages, and connects to the internet, but also the stage that connects all of these volumes together. Finally, this article describes how Nokia’s revival was achieved through the use of a nostalgic or sentimental marketing strategy. Objectives: We aim to present the reasons behind the failure of Nokia and its return using Nostalgic marketing approach to do a comparison analysis with its competitors and make recommendations to improve the company based on the findings Design/Methodology/Approach: Journals, as well as a variety of internet resources such as websites and blogs, were used to conduct this company analysis. A SWOC Analysis was used to analyses the Nokia corporation. Findings/Result: Till 2008 Nokia was the pioneer in the mobile phone market. Based on the study done it’s clear that Nokia failed to acquire smart phone market because Nokia couldn’t recognize the customer needs, didn’t Analyze the Market Accurately and also lack of implementing innovative technology in its product which customer needs. Nokia was focusing on implementing traditional Symbian operating system to its smart phone but Samsung choose android as its operating systems for its smartphone at the right time, which met the customer requirements. In 2017 Nokia came with nostalgic marketing approach by re-creating its old Nokia 3310 handset with modern features such Bluetooth, GPS, Wifi. Originality/Value: Based on data from secondary sources, this article investigates the reasons why Nokia failed to gain access to the smartphone market, and explores its comeback through nostalgic marketing strategies. Paper Type: Research Case Study.
The increasing popularity of woke brand activism, tied to movements such as Black Lives Matter and Me Too, is creating new opportunities for brands to signal their responsibility and concerns toward social issues. However, such woke activism can lead to consumer backlash, hence carrying significant risks. Brands struggle to convince the public that their virtue-signaling efforts are authentic. Thus, this study explores the dimensions of woke branding authenticity, adopting an interpretive inductive research approach, and conducting content analysis. This study identifies six dimensions for woke activism authenticity: social context independency, inclusion, sacrifice, practice, fit, and motivation. By exploring different drivers of woke activism authenticity, this study proposes as a conceptual model, the woke activism authenticity framework, highlighting the interactions among the woke authenticity dimensions. The findings make conceptual contributions and offer several managerial recommendations toward woke authenticity and neutralizing the perception of inauthenticity.
Purpose – Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences, and behaviours can be retrieved from a variety of online platforms. Online customer information creates new opportunities for designing personalized and high-quality service. This paper reviews how netnography can help service researchers and practitioners better utilize such data.
Design/methodology/approach – A systematic review and analysis were conducted of 321 netnography studies published in marketing journals between 1997 and 2017.
Findings – The systematic review revealed that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical, and methodological recommendations for future netnographic service research are presented.
Research limitations/implications – This paper shows that netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research.
Practical implications – Netnographic research can help service firms with, for example, service innovation, advertising, and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool.
Originality/value – Netnography has been put to limited use in service research, despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of this method, and aims to stimulate interesting future netnographic service research.
Keywords: Netnography, Ethnography, Service research, Internet research, Qualitative research, Method.
Paper type: General review
Consumer researchers tend to equate successful marketization—the transition from a socialist to a capitalist economy—with the consensual acquiescence to an idealized definition of the socialist past. For this reason, little research has examined how memories about socialism influence marketization over time. To redress this gap, we bring prior consumer research on commercial mythmaking and popular memory to bear on an in-depth analysis of the marketization of the former German Democratic Republic. We find that, owing to a progressive sequence of conflicts between commercialized memories of socialism promoted by marketing agents and countermemories advocating socialism as a political alternative, definitions of the past, and by extension, capitalism’s hegemony are subject to ongoing contestation and change. Our theoretical framework of hegemonic memory making explains relationships among consumption, memory making, and market systems that have not been recognized by prior research on consumption and nostalgia for the past.
While drawing from general cultural myths, marketplace mythologies are tailored to the competitive characteristics and exigencies of specific market structures, providing meanings and metaphors that serve multiple ideological agendas. I illustrate this conceptualization by analyzing mythic narratives that circulate in the natural health marketplace. I propose that a nexus of institutional, competitive, and sociocultural conditions that engender different ideological uses of this marketplace mythology by two types of stakeholders: advertisers of herbal remedies and consumers seeking alternatives to their medical identities. I discuss the implications of this theorization for future analyses of consumer mythologies and for theoretical debates over whether consumers can become emancipated from the ideological influences exerted by the capitalist marketplace.
This research examines the effects of consumers' insecurity on their preferences for nostalgic products. Using survey data from a sample of 356 Chinese consumers, the analysis shows that existential insecurity and social insecurity enhance consumers' preference for nostalgic products. In addition, the results suggest that marketers can use nostalgic elements to promote sales by relieving consumers' insecurity, through designing nostalgic appearance and creating meaningful stories for products.
Nostalgia has a strong presence in the marketing of goods and services. The current research asked whether its effectiveness is driven by its weakening of the desire for money. Six experiments demonstrated that feeling nostalgic decreased people's desire for money. Using multiple operationalizations of desire for money, nostalgia (vs. neutral) condition participants were willing to pay more for products (experiment 1), parted with more money but not more time (experiment 2), valued money less (experiments 3 and 4), were willing to put less effort into obtaining money (experiment 5), and drew smaller coins (experiment 6). Process evidence indicated that nostalgia's weakening of the desire for money was due to its capacity to foster social connectedness (experiments 5 and 6). Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed. Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money.
Modern mountain men form temporary consumption enclaves focused on reen‐acting the 1825–40 fur‐trade rendezvous held in the Rocky Mountain American West. In the process, they become part of a transient consumption community predicated on invented traditions and the invocation of a mythic past to create and consume fantastic time and space. Based on ethnographic methods employed over a five‐year period, we develop a historically contextualized understanding of this consumption fantasy. We analyze how modern mountain men enact fantasy experiences of a primitive alternative reality within the bounded ritual space of the modern rendezvous. We conclude that participation in this fantasy world offers a special opportunity for transformative play, while reinforcing a romanticized set of beliefs.
working papers are produced by the Bradford University School of Management and are to be circulated for discussion purposes only. Their contents should be considered to be preliminary. The papers are expected to be published in due course, in a revised form and should not be quoted without the authors' permission. ABSTRACT This article articulates a concept of "heritage brands," based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand's identity found in its track record, longevity, core values, use of symbols, and particularly in an organisational belief that its history is important. A heritage brand is one with a positioning and value proposition based on its heritage. The work grew from our lengthy study of Monarchies as corporate brands. We describe how to identify the heritage that may reside in a brand and how to nurture, maintain, and protect it, particularly through the management mindset of brand stewardship to generate stronger corporate marketing.
The author describes and illustrates a hermeneutically grounded interpretive framework for deriving marketing-relevant insights from the "texts" of consumer stories and gives an overview of the philosophical and theoretical foundations of this approach. Next, the author describes a hermeneutic framework for interpreting the stories consumers tell about their experiences of products, services, brand images, and shopping. An illustrative analysis demonstrates how this framework can be applied to generate three levels of interpretation: (1) discerning the key patterns of meanings expressed by a given consumer in the texts of his or her consumption stories, (2) identifying key patterns of meaning that emerge across the consumption stories expressed by different consumers, and (3) deriving broader conceptual and managerial implications from the analysis of consumer narratives. This hermeneutic approach is compared and contrasted to the means-end chains laddering framework, the "voice of the customer" approach to identifying consumer needs, and market-oriented ethnography. The author concludes with a discussion that highlights the types of marketing insights that can result from a hermeneutic interpretation of consumers' consumption stories and then addresses the roles creativity and expertise play in this research orientation.
Nostalgia is not a singular phenomenon; it is multi-layered, diversely experienced and variously exploited, as I demonstrate by briefly outlining the history of nostalgia, especially the recent shift from modern to post-modern versions of the experience. The modern, temporal version of nostalgia is founded on the unattainable distance between the past and the present; the post-modern, atemporal version erases this sense of distance. Central to the modern concept of nostalgia is the experience of wistfulness, a hopeless longing for something lost and irrecoverable. But for post-modern nostalgics, the irrecoverable is now attainable, the difference between past and present flattened out. This is partly because post-modern nostalgia re-cycles images, objects and styles associated with the relatively recent past, a prime site of such re-cycling being the Internet. I therefore look at a range of websites that use nostalgia as a central concept in their marketing and which demonstrate some of these recent shifts in the experience of nostalgia. In the final part of this article, I explore these concerns in relation to the reception of four films about the English, past released in the 2000s: Ladies in Lavender (2004), Becoming Jane (2007), Brideshead Revisited (2008) and An Education (2009). How are films mobilised for nostalgic purposes at the levels of production, marketing and consumption? How is an experience of the past built into these films? Are some of the resulting images, sounds and pasts more resistant to nostalgic uses than others? Are these films discussed by audiences in terms of nostalgia? If so, is this is a positive or negative experience? Ranging in this way across a variety of material, my article is an attempt to bring together cultural history, conceptual, formal analysis and the analysis of reception or consumption.
Heritage brands stand for longevity and sustainability, as proof that the core values and performance of the given products are reliable. Focusing on the automotive industry, the aim of the present study is to analyze the drivers and outcomes of brand heritage, focusing on the functions of the brand as perceived by consumers. To explore the perceived values and outcomes of heritage brands, we present the methodology and the results of our empirical study using a partial least squares—based path modeling approach. Our results show the significant effects of brand heritage on consumers' attitudes and behaviors related to the given brand.
Prior consumer research theorizes nature as an ideal stage for romantic consumption experiences by framing nature as external to culture. The same studies, however, problematize this framing by highlighting the consumer-cultural resources through which nature is harnessed and interpreted. Through an ethnography of surfing culture, this article theorizes consumers’ experiences of nature as emerging from assemblages of heterogeneous resources. A theory of assemblage shows that material geographies are vital to the reproduction of romantic discourses. Assemblages of nature are characterized by fragility and contestation, however, due to service structures, technological resources, and social tensions that betray the ideal of external nature. Consumers overcome these contradictions through purifying practices. Purifying practices preserve romantic beliefs that nature is external to culture by masking or purging problematic elements of assemblages. The negative environmental effects of these practices are discussed and compared with sustainable purifying practices that redress the damaging impact of consuming nature.
Nostalgia, a sentimental longing for a personally experienced and valued past, is a social emotion. It refers to significant others in the context of momentous life events and fosters a sense of social connectedness. On this basis, the authors hypothesized that (1) nostalgia promotes charitable intentions and behavior, and (2) this effect is mediated by empathy with the charity’s beneficiaries. Five studies assessed the effect of nostalgia on empathy, intentions to volunteer and donate, as well as tangible charitable behavior. Results were consistent with the hypotheses. Study 1 found that nostalgia increases charitable intentions. Study 2 showed that this salutary effect of nostalgia on charitable intentions is mediated by empathy (but not by personal distress). Studies 3 and 4 corroborated these finding for different charities and in diverse samples. Finally, study 5 demonstrated that nostalgia increases tangible charitable behavior. By virtue of its capacity to increase empathy, nostalgia facilitates prosocial reactions.
Why is there nostalgia for real socialism? Is it but a logical response to sudden, dramatic transformation? Don’t people remember those days anymore—or do they remember them all too well? In popular opinion, nostalgia for socialism is something fabricated, invented, and then imposed by different groups of people to achieve some goals: to open a new commercial niche, to attain political credit, to win popular support, to get artistic inspiration, and so on. Thus, many academic studies have examined only this instrumental side of the phenomenon, limiting it to the “industry of nostalgia” only. But research shows that nostalgia is in fact a retrospective utopia, a wish and a hope for a safe world, a fair society, true friendships, mutual solidarity, and well-being in general, in short, for a perfect world. As such, it is less a subjective, arbitrary, ideological effort to recall the past as it is, an undetermined, undefined, amorphous wish to transcend the present. So nostalgia for socialism in fact does not relate exclusively and precisely to past times, regimes, values, relations, and so on as such, but it embodies a utopian hope that there must be a society that is better than the current one.
Nostalgia has been viewed as the conceptual opposite of progress, against which it is negatively viewed as reactionary, sentimental or melancholic. It has been seen as a defeatist retreat from the present, and evidence of loss of faith in the future. Nostalgia is certainly a response to the experience of loss endemic in modernity and late modernity, but the authors argue that it has numerous manifestations and cannot be reduced to a singular or absolute definition. Its meaning and significance are multiple, and so should be seen as accommodating progressive, even utopian impulses as well as regressive stances and melancholic attitudes. Its contrarieties are evident in both vernacular and media forms of remembering and historical reconstruction. The authors argue that these contrarieties should be viewed as mutually constitutive, for it is in their interrelations that there arises the potential for sociological critique.
This article analyzes Community Supported Agriculture (CSA) as a form of ethical consumerism organized by a nexus of ideological discourses, romantic idealizations, and unconventional marketplace practices and relationships. Our analysis explicates the aspects of CSA that enable consumers to experience its pragmatic inconveniences and choice restrictions as enchanting moral virtues. We conclude by assessing the societal implications that follow from these localized marketplace relationships and their ideological distinctions to the modes of enchantment that are constituted in postmodern cathedrals of consumption.
The past may be a foreign country, according to L.P. Hartley, but marketers seem to have secured resident alien status. Retro products, services, advertisements and pricing policies are everywhere apparent, as are heritage centres, mega-brand museums, festival shopping malls and retrorestaurants like Planet Hollywood, Hard Rock Café or Dick Clarke’s American Bandstand Grill. This paper examines the retro-marketing phenomenon, notes its characteristics, causes and consequences, and makes some sure-to-prove-erroneous predictions about the future of the past.
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 essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a Utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.
The author describes and illustrates a hermeneutically grounded interpretive framework for deriving marketing-relevant insights from the “texts” of consumer stories and gives an overview of the philosophical and theoretical foundations of this approach. Next, the author describes a hermeneutic framework for interpreting the stories consumers tell about their experiences of products, services, brand images, and shopping. An illustrative analysis demonstrates how this framework can be applied to generate three levels of interpretation: (1) discerning the key patterns of meanings expressed by a given consumer in the texts of his or her consumption stories, (2) identifying key patterns of meaning that emerge across the consumption stories expressed by different consumers, and (3) deriving broader conceptual and managerial implications from the analysis of consumer narratives. This hermeneutic approach is compared and contrasted to the means—end chains laddering framework, the “voice of the customer” approach to identifying consumer needs, and market-oriented ethnography. The author concludes with a discussion that highlights the types of marketing insights that can result from a hermeneutic interpretation of consumers’ consumption stories and then addresses the roles creativity and expertise play in this research orientation.
In this commentary, we focus on invented corporate heritage, where organizations present falsified accounts of a corporate past. The extant corporate heritage literature has highlighted how the time frames of the past, present, and future (omni temporality) are merged in those organizations where there is trait constancy. Focusing on invented corporate heritage, we argue that this represents an extreme case of these dialectics, where present and future precede “the past,” or more appropriately “invented past.” Although lacking in authenticity, an invented corporate heritage may still be attractive to consumers since it can construct an aura of authenticity by delivering an enchanting experience to consumers, irrespective of its substantive genuineness. However, such inventions carry considerable risk since they represent a fabrication of the past.
Purpose
There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand resurrection movements – an outcome of brand cocreation.
Design/methodology/approach
Data were collected using self-administered survey. This study uses the partial least squares-structural equation modeling to empirically examine the factors that motivate consumers to participate in brand resurrection movements.
Findings
The results indicate that consumers’ beliefs about the functional and value-expressive utilities, and their judgments of the perceived brand superiority of the defunct brand are significantly associated with brand resurrection movements. Nostalgia moderates the relationship between social-adjustive utility and brand resurrection movement, which shows that consumers’ social-adjustive utility becomes relevant when triggered with a strong sense of the past.
Research limitations/implications
From a theoretical perspective, this study contributes to literature on reviving defunct brands. This study also identifies additional factors that determine the success of brands that are being relaunched.
Practical implications
From a managerial perspective, the study provides insights into when and how organizations can consider bringing back defunct brands. Future studies should introduce additional variables to the model such as product category involvement that may be associated with consumers’ willingness to bring back defunct brands.
Originality/value
To the best of the authors’ knowledge, this study is the first of its kind that empirically examines the motivations behind consumer participation in bringing back defunct brands. The importance of this study is highlighted in the fact that several defunct brands are being revived by organizations due to consumer-brand co-creation movements.
Purpose
The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management paradigm where the company’s role is emphasized. This paper addresses the phenomenon of brand revitalization from a sociocultural perspective and examines the role of consumer collectives in the process.
Design/methodology/approach
Using a data-driven approach, the study builds on the case of a consumer brand of footwear that has risen to unprecedented popularity without traditional marketing campaigns. Data were generated using an inductive theory building approach utilizing multiple methods, including interviews, participant observation and cultural materials.
Findings
The paper presents a conceptual model of cultural brand revitalization that has four stages: sleeping brand, spontaneous appropriation, diffusion and convergence.
Practical implications
Implications for companies in consumer markets are discussed, suggesting ways to facilitate the process of sociocultural brand revitalization.
Originality/value
The paper contributes to the literature first by offering a sociocultural brand revitalization scenario that highlights the interplay between the actions of consumers and the company, second, by examining the interaction between the symbolic meanings associated with the brand and the practices used by consumers and, third, by offering insights into the relevance of national identity in creating brand meaning.
Belonging is a fundamentally temporal experience that is anchored not only in place but also time, yet this dimension of belonging has so far remained under-researched. Based on an analysis of 25 British Mass Observation Project accounts I argue that a focus on the temporal location of belonging contributes to our knowledge about how memory is used to create a sense of belonging, and the consequences this has for the self. The paper is structured around two interrelated arguments. First, that the temporal location of belonging – either in the past or the present – has consequences for how time is experienced and how memory is utilized in creating a sense of belonging. Second, that nostalgic belonging from afar, of which three types are identified in the MOP accounts, should not be understood merely as a way of disengaging with the present. Past sources of belonging can endure in a virtual sense through the act of nurturing the connection in memories and can be used to ‘warm up’ and give vitality to the present. Thus this paper contributes to our understanding of how people can creatively use different forms of temporal belonging to create a sense of a continuous self.
Coca Cola is frequently used to signal the large-scale transformation from socialism to capitalism in eastern and middle Europe, which began in East Germany in the autumn of 1989. In the famous German Wende -movie Goodbye Lenin , the caffeinated drink figures prominently. The main character in this movie is a middle-aged woman who has fallen into coma during one of the mass demonstrations in Berlin, in November 1989. When she finally wakes up, about one year later, her country no longer exists. Her children successfully hide this fact from her, surrounding her with the material remnants of the past. One day, when she gets out of bed, she sees people attaching a huge banner of Coca Cola to the large flat in front of her apartment bloc. The scene marks the beginning of her awareness that the world in which she used to live is definitively gone.
The Long Interview provides a systematic guide to the theory and methods of the long qualitative interview or intensive interviewing. It gives a clear explanation of one of the most powerful tools of the qualitative researcher. The volume begins with a general overview of the character and purpose of qualitative inquiry and a review of key issues. The author outlines the four steps of the long qualitative interview and how to judge quality. He then offers practical advice for those who commission and administer this research, including sample questionnaires and budgets to help readers design their own. The author introduces key theoretical and methodological issues, various research strategies, and a simple four-stage model of inquiry, from the design of an open-ended questionnaire to the write up of results.
How and why audiences consume films is a much-researched yet inconclusive area of film marketing. Film is an experiential product and qualitative research methods are a suitable way of gaining insight into how people choose between different film offerings and how they assess their film viewing experience. Before we can understand others' choices and experiences, we first must understand ourselves. We therefore begin our investigation by taking a snapshot of our experiences facilitated by Subjective Personal Introspection (SPI) to gain insight into how the lead author makes sense of his film consumption. The key findings complement and advance current debates in film and experiential consumption. Indeed, the theoretical contribution is two fold; the development of a film consumption experience model based on three-interrelated classification dimensions (film characteristics, viewing environment, situational environment), which collectively impacts the lead author's consumption behavior, and our expansion of Schmitt's (1999) SEMs model.
This paper examines the consequences of brand heritage. It integrates and builds on previous qualitative studies by developing a nomological network examining: (a) the consequences of brand heritage; (b) its impact on purchase intention; (c) the moderating role of regulatory goal focus and (d) the mediating role of trust, positive emotions, brand attachment and commitment. The research progresses from discovery-oriented exploration, to an experimental examination of the effect of brand heritage (Study 1), to an examination of the mediating variables between brand heritage and purchase intention (Study 2). The findings indicate that brand heritage positively impacts purchase intention, especially for consumers with a low promotion focus, and that brand heritage inspires positive emotions, engenders trust, and facilitates brand attachment and commitment. Theoretical and managerial implications are presented.
Recent discussions of music listening practices have given priority to the digitalisation of sound and the role of digital music players in changing the form, medium and possibly even the content of listening. While such an emphasis is warranted given the rapid uptake of digital music consumption, it is also the case that vinyl records are currently the fastest growing area of music sales. Moreover, within particular music listening circles, the vinyl record is approached as an auratic object. In this paper, we explore the vinyl’s persistence on the market and its rekindled cultural prominence. Using the frameworks of cultural sociology, combined with insights from material culture studies and cultural approaches to consumption within business studies and sociology, we explore the reasons why vinyl records have once again become highly valued objects of cultural consumption. Resisting explanations which focus solely on matters of nostalgia or fetish, we look to the concepts of iconicity, ritual, aura and the sensibility of coolness to explain the paradoxical resurgence of vinyl at the time of the digital revolution.
New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
Myths have come of age in consumer research. In the 22 years since Levy's inaugural article, the literature has grown at an impressive rate. Yet important questions remain unanswered: What makes some myths especially meaningful to consumers? Why are certain consumer myths more prevalent and less perishable than others? This article argues that ambiguity is an influential factor. Using the RMS Titanic as an empirical exemplar, it unpacks the principal forms of myth-informed ambiguity surrounding "the unsinkable brand." Predicated on William Empson's hitherto unsung principles of literary criticism, the article posits that ambiguity in its multifaceted forms is integral to outstanding branding and consumer meaning making, as well as myth appeal more generally.
The concept of enchantment offers a plausible explanation of the lures and thrills of consumer culture. We examine the theoretical foundation of the concept through a critique of Ritzer's enchantment thesis. We begin by assessing the enchantment/disenchantment discourse through a review of the main theoretical contributions to the area, first summarizing Max Weber's initial outline of the notion of disenchantment in the Protestant Ethic and Spirit of Capitalism. We then consider Colin Campbell's critique of Weber and George Ritzer's development in Enchanting a Disenchanted World. Finally, we apply Jean Baudrillard's Order of Simulacra to further resolve some of the open questions concerning the possibility of enchantment in contemporary consumer culture. Copyright © 2013 John Wiley & Sons, Ltd.
This research presents a qualitative exploration of food-related nostalgia experienced by individuals from Russia and the former Soviet Union in the context of diasporic waves. By varying time and space dimensions associated with nostalgia, the analysis is conceptualized around three “locations”: (1) Russia and the Commonwealth of Independent States, (2) Brighton Beach, New York, and (3) cyberspace. Weblogs, demonstrated here to be objects of inquiry, are analyzed according to their nostalgia content, social connections, and community interaction. Nostalgic evocation through traditional cuisine is evident in all three settings. Personal, interpersonal, and cultural nostalgia are apparent in web content, demonstrating a technological role in the creation, sharing, and dissemination of nostalgia. Implications of the study relate to the sociology of food and interdisciplinary food studies, culinary tourism, online and offline marketing, and product distribution into ethnic and international markets.
This study focuses on retro branding practices, that is, the revival of brands belonging to a prior historical period. We verified empirically the relationship between a retro branding strategy leveraging nostalgic brand associations and consumer preferences for retro brands, relative to newer options. We found that consumers appear to prefer updated brands with nostalgic associations to pure retro brands. More tangible and updated product features clearly communicated in the retro branding strategy will drive preferences, confirming that nostalgic brand associations alone cannot be the ‘hub’ of a retro branding strategy.
One of the central interests of sociology is the relationship between self and society, and in particular how social change affects individuality, constraining or liberating the selves that we can be. This article proposes that because a sense of belonging plays a central role in connecting the person to the social, it can act as a window into studying the relationship between social change and the self. Furthermore, belonging offers a complex person-centred and dynamic approach that avoids reifying social structures, but rather depicts them as actively lived. A focus on belonging thus allows a dynamic examination of the mutual influence between self and society, and of how everyday practices are both regulated and creative, and hence generative of social change.
Coca Cola is frequently used to signal the large-scale transformation from socialism to capitalism in eastern and middle Europe, which began in East Germany in the autumn of 1989. In the famous German Wende-movie Goodbye Lenin,1 the caffeinated drink figures prominently. The main character in this movie is a middle-aged woman who has fallen into coma during one of the mass demonstrations in Berlin, in November 1989. When she finally wakes up, about one year later, her country no longer exists. Her children successfully hide this fact from her, surrounding her with the material remnants of the past. One day, when she gets out of bed, she sees people attaching a huge banner of Coca Cola to the large flat in front of her apartment
Recourse to magic is a universal strategy for trying to resolve intractable social problems. Within the context of white-water river rafting, the authors illustrate the conjunction of elements (condition of the performer, rite, and formula) that make magical experience possible in a constructed consumption setting. They show how “river magic,” like all magic, concerns itself with the relationship between humans and the world, how it activates certain “latent virtues,” and how it consists of ritualized acts directed toward concrete ends. River magic is practical but also performative and rhetorical. It serves to restructure and integrate the minds and emotions of the actors. The authors emphasize the spontaneous evocations of hope, optimism, and confidence common both to traditional magical systems and to river magic. In postmodernity, magic may reemerge from the margins of modern thought to ritualize hope and optimism and to reinscribe us in a meaningful cultural milieu.
In this article the author focuses upon the feelings and expectations that pertained to Western material objects in East Germany, both before and after the fall of the Berlin Wall. Before these things were actually there, most East Germans seemed to have high hopes with regard to a life surrounded by this material-consumptive abundance. But now that the East German material world is completely Westernized, most people express severe doubts and distinctly ambivalent feelings with regard to the material changes that have occured in their country. By analysing the history of (the ideology surrounding) material culture in East Germany, characterized by an enormous gap between attractive promises on the one hand and a harsh everyday reality on the other, Veenis asserts that the material world on the other side of the Wall seemed to be the ultimate realization of all those beautiful sounding socialist promises. Within a socialist ideology, material development was the most important anchorpoint for far-reaching promises, which - taken together - boiled down to the idea that in the wake of (material) growth, amelioration and success, it would eventually be possible to realize a completely harmonious state of being. And because of their beautiful appearance, the sense of harmony and prosperity, the wonderful fragrance, the shining colours and the deep gleam that exuded from them, Western consumer-goods were attractive in an almost irresistible sensuous-aesthetic way. By emphasizing the sensuous characteristics of objects, Veenis uses the East German situation to further extend Daniel Miller and Colin Campbell's ideas with regard to the present-day place and role of consumption and the power of attraction of things in general.
Although Georgia is known for its wines, industrial production of beer far outstrips industrial wine production for local markets: wine consumption occurs in ritual contexts in which new wine, typically purchased from peasant producers, is preferred; bottled, aged wines are primarily for exports. Beer, therefore, is a key area in which industrial production for indigenous consumers has been elaborated. Such goods are packaged and presented as being both ecologically “pure” and following “traditional” methods, often referencing “ethnographic” materials about traditional life in brand images, even as they proclaim their reliance on Western technologies.
The last several years have witnessed the birth and boom of a nostalgia industry in the former East Germany that has entailed the recuperation, (re)production, marketing, and merchandising of GDR products as well as the ‘museumification’ of GDR everyday life. This paper interrogates a distinction between ‘mere’ nostalgia and socially sanctioned commemorative practices by tracing the social lives of East German things, including their paths, diversions, and recuperations, in the context of eastern Germany's transition to a late industrial society. I seek to elucidate not only the social, political, and economic conditions that have produced the recent explosion of ‘Ostalgie’ (nostalgia for the East) in the former GDR, but an interplay between hegemonic and oppositional memories as well. In flaming resistance to western German hegemony in terms of product choices and mass merchandising, I argue, practices and products of ‘Ostalgie’ both contest and affirm the new order.
1. A Tour of the New Means of Consumption 2. The Revolution in Consumption and the Larger Society 3. Social Theory and the New Means of Consumption 4. Rationalization, Enchantment, and Disenchantment 5. Reenchantment: Creating Spectacle Through Extravaganzas and Simulations 6. Reenchantment: Creating Spectacle Through Implosion, Time, and Space 7. Landscapes of Consumption 8. The Cathedrals (and Landscapes) of Consumption: Continuity and Change
Spectacular, themed environments have been theorized as places where play is limited and consumer agency is overpowered. In a multiperspectival ethnographic engagement with ESPN Zone Chicago, we find consumers resisting the rules, but only to a limited degree. Spectacular consumption possesses a do‐it‐yourself quality unrecognized in prior theory. Technology and screens are important to this form of play,