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消费者怀旧研究进展及应用初探 被引量：5

Development and Application of Customer Nostalgia Research
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摘要 进入20世纪以后,怀旧在历史学、心理学、社会学、人类学等多个领域都获得了广泛关注,并成为消费者行为的一个普遍的研究主题。回顾了消费者怀旧研究的发展历程,对消费者怀旧的概念、机理、营销应用进展进行了梳理,并就以上原理及成果应用于电信体验营销展开初步探讨。 Nostalgia theory achieves wide attention in history, psychology, sociology and anthropology since 20th century, it is becomes a prevalent research topic for customer behavior. The development of customer nostalgia research have been reviewed, the author introduced the conception, mechanism and marketing application development, and made a discussion for telecommunication experience marketing.
作者 项载霞
机构地区 中国电信股份有限公司深圳分公司家庭客户中心
出处 《现代电信科技》 2008年第8期64-67,共4页 Modern Science & Technology of Telecommunications
关键词 消费者怀旧 消费偏好 体验营销 customer nostalgia, consume preference, experience marketing
分类号 F014.5 [经济管理—政治经济学] TV734 [水利工程—水利水电工程]
  • 相关文献

参考文献8

  • 1高辉,卢泰宏.西方消费者怀旧研究评介[J].外国经济与管理,2006,28(8):26-33. 被引量：32
  • 2Marcheglani, Christopher, and Ian Phau. Advertising appeals to "the times of your life": developing a scale to measure personal nostalgia. [ in ] Proceedings of the Australian and New Zealand Marketing Academy Conference 2007:1 391-1 399
  • 3Tim Wildschut ,Constantine Sedikides and Jamie Arndt. Nostalgia: Content, Triggers, Functions [J] Journal of Personality and Social Psychology, 2006, Vol. 91(5 ) : 975-993
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  • 7Holbrook, Morris Bo Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes [J] Journal of Consumer Research. 1993 Vol. 20:245-256
  • 8Robert M. Schindler, Morris B. Holbrook. Nostalgia for early experience as a determinant of consumer preferences [J] Psychology and Marketing 2003 Vol. 20:275-302

二级参考文献17

  • 1Holbrook, Morris B, and Robert M Schindler. Echoes of the dear departed past: some work in progress on nostalgia[J]. Advances in Consumer Research, 1991, 18: 330-333.
  • 2Holak, Susan L, and William J Havlena. Nostalgia:an exploratory study of themes and emotions in the nostalgic experience[J]. Advances in Consumer Research, 1992, 19:380-387.
  • 3Holak, Susan L, and William J Havlena. Feelings, fantasies, and memories: an examination of the emotional components of nostalgia[J]. Journal of Business Research, 1998, 42 (3): 217-226.
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  • 6Rindfleisch, Aric, Dan Freeman, and James E Burroughs. Nostalgia, materialism, and product preference: an initial inquiry[J]. Advances in Consumer Research, 2000, 27:36-41.
  • 7Holbrook, Morris B. Nostalgia and eonsumption preference:some emerging patterns of eonsumer tastes[J]. Journal of Consumer Researeh, 1993, 20 (2): 245- 256.
  • 8Holbrook, Morris B, and Robert M Schindler. Some exploratory findings on the development of musical tastes[J]. Journal of Consumer Research, 1989, 16 (Jun.): 119-124.
  • 9Holbrook, Morris B, and Robert M Schindler. Age, sex, and attitude toward the past as predictors of consumers' aesthetic tastes for eultural produets[J]. Journal of Marketing Research, 1994, 31(3): 412-422.
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共引文献31

同被引文献73

  • 1高辉,卢泰宏.西方消费者怀旧研究评介[J].外国经济与管理,2006,28(8):26-33. 被引量：32
  • 2卢泰宏,高辉.品牌老化与品牌激活研究述评[J].外国经济与管理,2007,29(2):17-23. 被引量：70
  • 3何佳讯,秦翕嫣,杨清云,王莹.创新还是怀旧? 长期品牌管理“悖论”与老品牌市场细分取向——一项来自中国三城市的实证研究[J].管理世界,2007,23(11):96-107. 被引量：82
  • 4Holbrook,Morris B,Robert M Schindler. Echoes of the dear departed past:some work in progress on nostalgia[J].Advances in Consumer Research,1991,(18):330-333.
  • 5Lehu,J. Back to life! Why brands grow old and sometimes die and what managers then do:An exploratory qualitative research put into the French context[J].Journal of Marketing Communications,2004,(06):133-152.
  • 6Kevin Lane Keller. Managing Brands for the Long Run:Brand Reinforcement and Revitalization Strategies[J].California Management Review,1999,(Spr):102-124.
  • 7Berry.NC. Revitalizing brands[J].Journal of Consumer Marketing,1988,(05):15-20.
  • 8Keller,K L. Managing brands for the long run:Brand reinforcement and revitalization strategies[J].California Management Review,1999,(Spr):102-124.
  • 9Brown S,R V Kozinets,J F Sherry. Teaching old brands new tricks:Retro branding and the revival of brand meaning[J].Journal of Marketing,2003,(07):19-33.
  • 10Holak, S L , Havlena, W J Nostalgia: An Ex- ploratory Study of Themes and Emotions in The Nostalgic Experi- ence[ J ] Advances in Consumer Research, 1992, (19) : 380 - 387.

引证文献5

二级引证文献17

现代电信科技
2008年 第8期

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