中华老字号品牌资产增值——一个创新与怀旧契合的案例分析

当前多数老字号品牌发展停滞,品牌资产不断流失,维护与提升老字号品牌资产变得迫切而且必要。文章结合老字号品牌复兴的创新和怀旧理论,分析了王老吉品牌资产增值的策略选择和启示。通过个案研究发现,王老吉在传承品牌精髓和其他独特品牌元素的基础上,运用营销创新获得品牌经营的成功,这对其他老字号品牌复兴具有借鉴意义。     

Lewis and Clark and the Corps of Discovery: Re‐enactment Event Tourism as Authentic Heritage Travel

Abstract

Heritage tourism has evolved to include study of sub‐segments who travel to attend and participate in historical event re‐enactments. In the US, the bicentennial of the Lewis and Clark expedition to the Pacific coast and back again is being commemorated from its point of departure to its end. This paper is an exploratory study of a sample of re‐enactment tourists who attended three of the Lewis and Clark events. The role that re‐enactment tourism plays in heritage tourism is examined and preliminary findings on perceptions of nostalgia and authenticity of the re‐enactment products and events are presented. Preliminary managerial benefits and suggestions for host communities are provided.     

Authenticity and nostalgia – subjective well-being of Chinese rural-urban migrants

ABSTRACT

This study investigates the subjective well-being of Chinese rural-urban migrants by examining the effects of nostalgia and perceived authenticity in the context of rural tourism. Founded on the concepts of tourist motivation and nostalgia and drawn on selected Chinese philosophical values, this study identifies the unique Chinese philosophical value of ‘old home’ as the key factor of motivation for migrants returning to rural destinations. Rural-urban migrants deem rural regions, as well as, mentalities, cultures, and environments in general, as their cultural and spiritual hometowns. The study also reveals that migrants pursue authentic rural destinations, which would have an emotional and memorable appeal, because it stimulates their nostalgic feelings. The study proposes the necessity of investigating Chinese issues through the lens of Chinese philosophical values and invokes an age-old value to understand their perception process of authenticity: ‘one can't have fish and bear at the same time.’ Returning to rural destinations improves these tourists’ subjective well-being because they achieve an important lifetime goal based on their traditional Chinese philosophical value of ‘searching for ancestral roots.’ The study suggests that preserving rural authenticity can improve the social and cultural welfare of hosting communities and the subjective well-being of tourists.     

Saturdays of leisure and memories … : The Mexican market ‘La Pulga’ in the San Joaquin Valley (California)

This research note aims to explore the links between food, memory, nostalgia and leisure through a series of weekly visits to an itinerant Mexican market in the United States. Taking an ethnographic approach to the market of La Pulga held in the city of Merced in California’s San Joaquin Valley, we consider how, in the Mexican–American transnational context, this market provides an opportunity for Mexican migrants to interact with other Mexican people, recreating similar social dynamics displayed in traditional food markets in Mexico. We argue that as well as being a food supply centre, this market may be viewed as a space in which Mexican migrants seek to recreate their homeland and to enjoy an alternative leisure experience. Thus, the visit to the market may be observed as a complex activity in which the senses, the social interactions between Mexican migrants and the consumption of food in a festive setting play a central role in enabling these migrants to break with their everyday lives. Likewise, we suggest that the visit to the market every Saturday not only constitutes a leisure activity, but also serves to construct the ethnic and collective migratory identity that links Mexican migrants with their homeland.     

Ontological security as an unconscious motive of social media users

ABSTRACT

Reactions to nostalgia-evoking content on social media platforms like Facebook and YouTube suggest an unconscious motive of ontological security, defined as a ‘sense of presence in the world as a real, alive, whole, and in a temporal sense, a continuous person’. In addition to the unprecedented access to the past provided by social media, additional factors such as increasing human longevity, the acceleration of technological and social change, the expanded size and greater interconnectedness of social networks, the proliferation of directly and vicariously experienced places and the secularisation of society have contributed to a growing need for ontological security. Engagement with nostalgia-evoking social media content fulfils the need for ontological security by reintegrating memories of the past into an ongoing, self-affirming narrative or ‘life story’, while the digital archiving of photos and videos offers the possibility of ‘digital immortality’ for a virtual self that can be projected into the future.     

老字号独特性品牌资产的来源和构成

在老字号品牌复兴战略中,挖掘老字号特有品牌元素,发挥其独特性品牌资产的优势具有重要意义.对老字号品牌元素的解析表明,老字号品牌元素相比现代品牌更为丰富多样,并具有独特性.从消费者品牌联想角度分析,在诚信可靠、品质保证、历史文化、情感联结方面老字号相比现代品牌具有明显优势,而在活力时尚、创新进取、管理先进上的表现远逊于现代品牌.     

Moderating Role of Consumer Self-Concept on the Effectiveness of Two Nostalgia Appeals

Existing empirical studies suggest that evoked nostalgia about a brand is positively related to attitude toward the brand. However, it is unlikely that nostalgia appeals are universally effective. Therefore, this research investigates two types of consumer nostalgias—individualistic nostalgia and collectivistic nostalgia— and examines how the relative effectiveness of these two nostalgia appeals is moderated by consumer self-concept (independent versus interdependent). Based on a two-phase study with time-honored Chinese brands, we reveal that, for consumers with an independent self-concept, an individualistic nostalgia appeal is more effective than a collectivistic nostalgia appeal, whereas for consumers with an interdependent self-concept, a collectivistic nostalgia appeal is more effective than an individualistic nostalgia appeal.     

Removing the rough edges? Nostalgia and storytelling at a UK museum

This paper offers a practitioner's viewpoint of the new Riverside Museum in Glasgow and discusses its successful transition to a new building and location. The role of nostalgia in the museum's appeal through storytelling and collective memory is discussed and shown to be an important element in this success. This paper also highlights the museum's efforts to avoid sanitisation of the past in how it presents this history and argues that the use of nostalgia should not be to just present a rose-tinted selective version of what was past, but rather to present as complete and truthful a representation as possible.     

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

Abstract

This study focuses on the cultural consumer environment of brands considered as nostalgic. The research questions are thus the following: what is the impact of culture on the consumer relationship with brands considered as nostalgic? In which cases are these relationships positive, and in which cases are they negative? To answer these questions, a longitudinal data collection was conducted, consisting of interviewing the same sample of respondents three times, at more or less one-year intervals. The results were analysed taking into account three dimensions of culture: time, place and social aspects. In the time-based approach, brands are associated with traditional celebrations and rites of passage. Thus, they give rise to ‘traditional purchase’ and consumer loyalty. In the place-based approach, brands evoke original authenticity and myths. They offer protection to reduce perceived risks and therefore facilitate consumers’ trust. In the social approach, brands are associated with symbolic icons and attract communities of fans. Finally, this article shows that culture involves sweeter rather than bitter nostalgic brand relationships. This article brings to light four cases when the consumer cultural environment may induce a rejection of the nostalgic brand: (1) the ‘corrupted’ brand; (2) the ‘immoral’ brand; (3) the ‘precarious’ brand; and (4) the ‘stereotypical’ brand. It shows that only one case – the ‘corrupted’ brand – may be particularly prejudicial due to its unwelcome role in History.     

Determinants and outcomes of superstitious beliefs: a multi-study approach

ABSTRACT

Two studies grounded in experiential consumption theory – law of apparent reality and model of emotion-driven choice – test path models exploring determinants and outcomes of superstitious beliefs. Based on a survey of 218 US undergraduates, Study#1 suggests yearning-for-the-past as an antecedent of superstitious beliefs, which in turn relates positively to horoscope importance. Based on a survey of 247 US adults, Study#2 again shows yearning-for-the-past as a determinant of superstitious beliefs and explores previously untested superstitious belief consequences. Study#2 results imply resistance-to-change, buying-brands-due-to-family-traditions, obsessiveness, and intention-to-buy-luck-laden-products, as outcomes that relate positively to superstitious beliefs. These studies extend the consumer behaviour literature on nostalgia, superstition, and resistance to novelty.