...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European journal of marketing >Commercialised nostalgia: Staging consumer experiences in small businesses
【24h】

Commercialised nostalgia: Staging consumer experiences in small businesses

机译：商业化的怀旧：在小企业中积累消费者体验

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose-The purpose of this paper was to develop a framework unking the concept of nostalgia and experiential consumption, articulating the transformation of a mundane activity to a special experience, using the context of the small business and afternoon tea. Design/methodology/approach-The methodology is based on a grounded theory approach and draws on multiple methods of data collection including participant observation, in-depth interviews with afternoon tea room managers, researcher introspection and consumer interviews. Findings-By employing nostalgia cues through product, ritual and aesthetics, an idealised home can be constructed emphasising belonging and sharing. The small business owner can be effective in transforming an ordinary activity to an experiential event. Contemporary tea rooms do not replicate tradition; they use it as a cultural resource to construct something novel. Research limitations/implications-This paper demonstrates how the careful configuration of the retail space can be a key success factor, not only for marketers in large flagship brand stores, but also for smaller, independent and local businesses. The essential interplay between product, ritual and aesthetics creates positive moods of belonging and sharing and may increase satisfaction. Practical implications-Understanding the emotional value of everyday experiences is a point of differentiation in a crowded marketplace and may directly influence consumer loyalty. Staging experiences is a key competitive strategy. Originality/value-This paper is one of the few to empirically assess links between the nostalgia paradigm and experiential consumption. Existing research has emphasised large retail spaces; in contrast, the authors demonstrate how consumer experiences can be staged in smaller, independent and local businesses.
机译：目的-本文的目的是开发一个框架，以怀旧和体验性消费为概念，利用小型企业和下午茶的背景，将平凡的活动转化为特殊的体验。设计/方法/方法-该方法基于扎实的理论方法，并借鉴了多种数据收集方法，包括参与者观察，对下午茶室经理的深入访谈，研究人员的自省和消费者访谈。发现-通过在产品，仪式和美学方面运用怀旧线索，可以建造一个强调归属和共享的理想家庭。小型企业所有者可以有效地将普通活动转换为体验事件。当代茶室不能复制传统。他们将其作为一种文化资源来构造一些新颖的东西。研究的局限性/意义-本文展示了零售空间的精心配置如何成为成功的关键因素，不仅对于大型旗舰品牌商店的营销人员，而且对于小型，独立和本地企业而言。产品，仪式和美学之间的基本相互作用会产生归属感和共享感，并可能增加满意度。实际意义-理解日常体验的情感价值是在拥挤的市场中脱颖而出的一点，并且可能直接影响消费者的忠诚度。登台体验是一项关键的竞争策略。原创性/价值-本文是根据经验评估怀旧范式与体验性消费之间联系的少数几个。现有研究强调大型零售空间。相比之下，作者演示了如何在较小的，独立的和本地企业中推广消费者体验。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号