Nostalgic collections

Cross, Gary

doi:10.1080/10253866.2016.1167469

Cited by 6 publications

(6 citation statements)

References 4 publications

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“…Após a virada do milênio, a nostalgia continuou demonstrando-se promissora como tema de investigação, inspirando estudos sobre seu uso como estratégia de Marketing (Brown, Kozinets & Sherry, 2003), sobre as fontes da nostalgia na experiência de consumo (Goulding, 2001) e sobre sua capacidade de articular o consumo para criar passados utópicos (Maclaran & Brown, 2005). Estudos mais recentes exploram temáticas como a construção de mercados nostálgicos (Brunk, Giesler & Hartmann, 2018) e o papel do mercado em modificar a nostalgia por meio da continuidade (Cross, 2017) e apresentam várias questões que demonstram que a nostalgia é um fenômeno de grande relevância no contexto do consumo e que não se tratava de mero modismo ou onda sentimental desencadeada pela virada do milênio (Brown, 2018).…”

Section: Sobre As Origens E a Evolução Do Conceito De Nostalgiaunclassified

“…O autor ainda verificou em seu estudo que o consumidor não simplesmente responde a um estímulo nostálgico, mas possui papel ativo na criação da nostalgia ao engajar-se em um texto e modulá-lo de acordo com seus próprios interesses. Cross (2017) analisou a nostalgia contemporânea a partir do estudo de coleções de brinquedos e observou que a velocidade nas mudanças nos bens criou uma forma de nostalgia mais associada a um passado recente do que a um passado distante. O autor identificou que o sistema de Marketing possui papel fundamental na criação de uma nova relação entre o consumidor, suas coleções e seus sentimentos.…”

Section: A Perspectiva Culturalunclassified

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Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing

Henriques

Suarez

2021

Cad. EBAPE.BR

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Resumo A nostalgia é um poderoso recurso de Marketing e vem apresentando novas formas e dinâmicas no cenário contemporâneo que desafiam suas interpretações clássicas. Considerando que o próprio entendimento do fenômeno do consumo vem sendo revisto, cabe questionar se as explicações atuais sobre nostalgia explicam adequadamente o fenômeno no contexto do consumo. Assim, o objetivo deste trabalho é refletir e propor novas possibilidades de investigação do fenômeno da nostalgia no campo do Marketing a partir das Teorias da Prática. O artigo apresenta duas contribuições principais: ao revisitar a literatura sobre nostalgia no campo, organiza conceitualmente as pesquisas em duas abordagens, a sentimentalista e a cultural. Por fim, o texto também reflete sobre possibilidades de releitura da pesquisa sobre nostalgia a partir das Teorias da Prática.

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Section: Sobre As Origens E a Evolução Do Conceito De Nostalgiaunclassified

Section: A Perspectiva Culturalunclassified

Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing

Henriques

Suarez

2021

Cad. EBAPE.BR

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“…It is referred to as an active and selective process of acquiring and possessing things (Belk, 1995a) where the sense of novelty plays a key role (Bianchi, 1997). The literature argues that the feeling of novelty (Bianchi, 2002; Burroughs and Glen Mick, 2004) encountered by collectors when carrying out various curating activities (Graham and Cook, 2010) is integral to experiences of pleasure, joy and satisfaction during collecting pursuits (Cross, 2017). It is through meticulously synthesised processes of creating meaningful interlinks between individual items that compose consumer collections, such sense of novelty is produced and experienced (Belk et al , 1991).…”

Section: Introductionmentioning

confidence: 99%

My dear handbags: materiality and networked constellations of consumption collections

Abarashi

Edirisingha

2022

EJM

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Purpose The purpose of this paper is to go beyond the market–consumer intersection and investigate consumer collecting as a network constellation, which includes a range of material and human actants. Design/methodology/approach This research adopts a qualitative research process that includes non-participatory netnography and semi-structured online interviews to collect both textual and visual data. Researchers drew from the field of visual anthropology to analyse the visual data. In addition, thematic analysis was used to identify, analyse and report the patterns within textual data. Findings Findings of this research reveals key agentic properties of collection constellations and explains how they contribute to the development of seriality and the experience of novelty by shaping curatorial practices within collection pursuits. From the time a collection has been assembled to its countless re-configurations, the network that is composed of a focal collector and a host of other actants interacting within a particular collecting ecology plays an essential role in challenging the agency of the market and the individual collectors. Research limitations/implications Although this research investigated consumer collecting from a network perspective, it did not explore changes within those constellations and how such changes implicate collecting behaviour. Therefore, future research may benefit from investigating network transformations on consumer collecting, particularly on curatorial practices and how they shape the trajectory of consumer collections. Practical implications Understanding collecting as a relational and iterative “network constellation” enables marketers to engage with their consumers in a more meaningful way. By actively seeking to use the network agentic properties, brands can aid avid handbag consumers and passionate collectors to keep their collections relevant and meaningful. It allows brands to play a role beyond the purchasing stage that characterises the market–consumer intersection and build comprehensive relationships with their consumers. Particularly, by adopting a networked approach, brands can provide collectors with privileged and scientific brand knowledge to help them caretake and experience their cherished possessions. Originality/value This study goes beyond the market–consumer intersection and atomistic explanations of collecting phenomena in its investigation and theorises collecting as a relational and iterative “network constellation”. It challenges the subject-oriented ontology of collections literature through explaining how such network interactions inspire collecting behaviours, help collectors maintain and celebrate their cherished collections and change the trajectory of collections pursuits.

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“…In contrast to the ample literature on the widespread acceptance of digital tools as a feasible promotional channel (Gangeshwer, 2013;Merisavo and Mika, 2004;Salehi et al, 2012;Waghmare, 2012), there is little empirical research directed towards understanding the challenges that websites face in culturally diversified markets. Though a small number of studies have argued for the homogeneity of consumer behaviour from a global perspective (Kale and Sudharshan, 1987;Levitt, 1983;Thorelli et al, 1975), drawing on the concept of glocalisation (Robertson, 1995), many researchers recommend that international firms should regionalise or localise their products, brands and marcom strategies to accommodate divergent consumers with unique cultural perceptions (Aaker and Maheswaran, 1997;Cross, 2016;Han and Shavitt, 1994;Marcus, 2002;Vadakepat, 2013). This also applies to website design.…”

Section: Introductionmentioning

confidence: 99%

Glocalising university websites: culturally formatted Arab sentiments

Vadakepat

Menon

2019

JIMA

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Purpose Many researchers have addressed students as consumers and considered their online searches to choose a university as typical buying behaviour. The myriad features of digital information enable universities to conveniently and quickly reach educational markets at a relatively low cost. Consumers’ market choices can usefully be interpreted in terms of their cultural perceptions. To encourage Web viewers to make repeat visits to, and remain longer on, their websites, it is critical for international universities to understand local and regional viewers’ perceptions and preferences regarding non-text Web messages through the lens of culture. The purpose of the current study is to address the need for, and the challenge presented by, glocalising the text and non-text aspects of university websites by investigating Arab consumers’ perceptions of these websites. Design/methodology/approach The sampling frame comprised 200 residents from the Emirate of Abu Dhabi, including 100 high school students and 100 stakeholders, with equal proportions of Arabs and non-Arabs. Illustrations and images were used in the questionnaire to collect respondents’ perceptions about university websites from a cultural perspective. Findings This study identifies a need to glocalise the non-text and website messages of international universities that are aiming to penetrate educational markets in the Emirates. Research limitations/implications This study clearly identifies the segment that is most receptive to a “glocalised” website communication strategy of international universities: Arab students, aged 16 or above, and educated stakeholders, expect to view academic information on websites, as do viewers everywhere, but prefer this information to reflect the values and traditions of Arab culture. Originality/value The increasing inflow of students from the Gulf region to the United Arab Emirates, instead of their usual choice of European or Western educational destinations, has motivated international universities to envisage the Emirates as a location for their campus expansions. An understanding of the approaches of Arab viewers to the websites of international universities through the lens of culture is essential for bridging the literature gaps that currently persist in the area of digital promotion and social marketing.

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Nostalgic collections

Cited by 6 publications

References 4 publications

Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing

Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing

My dear handbags: materiality and networked constellations of consumption collections

Glocalising university websites: culturally formatted Arab sentiments

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