Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages

This article focuses on consumer nostalgia in the retailing environment to identify the types of nostalgic memories evoked by remembering a retailer and the elements associated with such nostalgic memories. A projective technique involving collage construction enabled informants to reflect their feelings about, memories of, experiences with, or relationships with a retailer that they have selected. The findings uncovered three distinct types of retailer-related consumer nostalgic memories and six elements that comprise retailer-related consumer nostalgic memories. The findings of the study offer a comprehensive understanding of retailer consumer nostalgia. Theoretical and managerial implications are discussed.     

Should Cookie Monster adopt a healthy lifestyle or continue to indulge? Insights into brand icons

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who have a low need to belong were most impacted by changes in the icon, with effects most evident among consumers with a fearful attachment style. Feelings of rejection were found to amplify these effects. These findings have implications both for theory and practice.     

The Relationships Amongst Emotional Experience,Cognition, and Behavioural Intention in Battlefield Tourism

The objective of this study was to identify the hypothesized relationships amongst emotional experience, cognition, and behavioural intention in battlefield tourism. A face-to-face questionnaire survey was administered and 655 valid questionnaires were collected at heritage site related to the Sino-French War in Keelung, Taiwan. The results revealed significant positive relationships between emotional experience and cognition as well as between cognition and behavioural intention. Structural equation modelling verified that cognition fully mediated the effects of emotional experience on behavioural intention. Moreover, this study suggests that cognition may be an accurate predictor of behavioural intention, particularly in regard to battlefield tourism.     

怀旧消费决策模型及其营销启示

怀旧是人的天性,是人们感时伤怀的一种情绪。消费者怀旧消费决策主要包括产生于转化两个环节。消费者怀旧情感从纵向视角来看分为两个层次:怀旧倾向与怀旧强度,对应两大产生机制:内化机制与唤起机制。怀旧情感通过品牌信任、品牌依恋和品牌承诺的中介,从而转化怀旧购买。这种怀旧情感的产生-转化模型可以为企业开展怀旧营销提供思路。     

Brand heritage as a temporal perception: conceptualisation,measure and consequences

ABSTRACT

This research looks at the concept of brand heritage as a branded representation of the past and its influence on cognitive and affective responses. Although numerous items of research mention brand heritage, the subject still lacks conceptual clarity. This paper aims to address this gap and to build a scale measuring its perception by consumers. The literature review leads to a conceptualisation of brand heritage as the perception of a brand’s temporal management. Then, one qualitative and three quantitative studies facilitate the emergence and validate a three-dimensional scale of perceived brand heritage. A model demonstrates how brand heritage enhances brand credibility and personal nostalgia. This paper contributes to the apprehension of change and continuity in brand management, with potential extensions to other disciplines.     

Supplanting the Planters

Summary

After briefly examining the plantation-as-hotel model, this contribution focuses the remainder of its attention on the conversion of plantation slavery into entertainment on the Caribbean island of Barbados. First, and by way of contextualization, it is shown that an extensive and well-documented history of plantation life exists, one that is drawn from early accounts of travelers, missionaries and others, as well as later expert commentaries offered by indigenous and extra-regional scholars. Second, it is argued that the tourism industry has largely ignored or been highly selective in borrowing from this rich source of material in its attempt to supply the sort of a-historical diversion which it believes its clientele enjoys. Examples provided include the Open House Programme of the Barbados National Trust, the annual Crop Over Festival and Plantation Spectacular dinner shows. Finally, a few suggestions are advanced in order to try and understand the success of this type of tourism. They include references to postmodernity, nostalgia, dark tourism and varieties of promotion.     

Creating memorable experiences in a reuse heritage site

This study identified hypothetical relationships amongst motivation, nostalgia, and memorable tourism experiences in a restaurant reconstructed from an old railway station. We administered a face-to-face questionnaire survey and collected 615 valid questionnaires at the South Tainan Railway Station in Taiwan. The results showed significantly positive relationships between culinary attraction and cultural inheritance and nostalgia, as well as a correlation between nostalgia and memorable tourism experiences. Structural equation modelling analysis verified that nostalgia mediated the effect of personal emotion on memorable tourism experiences. This paper provides suggestions for enhancing memorable experiences and guidance regarding reused buildings at heritage sites.     

Nostalgia,reflexivity, and the narratives of self: reflections on Devine's “Removing the rough edges?”

This paper offers some theoretical insights into Devine's account of the Riverside Museum in Glasgow. It elaborates on three interrelated themes the authors have derived from Devine's report: (1) how historical representations arouse nostalgic sensations and sensibilities in museum visitors (2) the role of narratives in visitors' development of their nostalgic experiences (3) the importance of engagement to the creation of such nostalgic experiences. The paper contributes to the existing literature on nostalgia, experiential consumption, and the museum experience literature by establishing a relationship between nostalgia, reflexivity, and individuals' narratives of self in the conditions of (post/late/high) modernity.     

退出型市场背景下企业怀旧营销策略研究

怀旧营销是企业根据消费者的怀旧心理采取的一种针对性的促销策略。在企业经营过程中，企业出于某种战略视野，主动会有组织有计划地撤出某些产品、行业和市场。本文通过退出型市场概念及特征的分析，提出了退出型市场背景下企业开展怀旧营销的相关策略建议。     

Using macro cross‐border trade data to better understand micro‐level country of origin effects

The article adapts an estimation methodology from the border effects literature to reveal consumer ethnocentrism versus cosmopolitanism in each country, and animosity versus nostalgia between country pairs. The measurements rely on actual macro cross‐border trade data rather than individual purchase intentions typically used in the international marketing literature. The results from early 2010s suggest that purchasing intentions against imports found in this literature do not necessarily translate into actual consumption behavior in international trade. It is quite possible that the consumers are unable to assess country of origin of production despite growing ethnocentrism, and base their actual purchases on perceived origin of product brands. Specifically, it is found that most countries are cosmopolitan rather than ethnocentric, particularly developed countries, favoring any foreign product over domestic products. Most countries also have nostalgic purchasing behavior from specific trade partners with historical linkages. Outside the specific traditional animosities between a country pair, a developed country is relatively less open to imports from another developed trade partner, while an emerging country welcomes it more especially from another emerging trade partner.