NOSTALGIA MAY NOT WORK FOR EVERYONE: THE CASE OF INNOVATIVE CONSUMERS
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Vilniaus Universitetas
2017
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| _version_ | 1876479165362864128 |
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| author | Dovilė Barauskaitė |
| author_facet | Dovilė Barauskaitė |
| contents | NOSTALGIA MAY NOT WORK FOR EVERYONE: THE CASE OF INNOVATIVE CONSUMERS Dovilė Barauskaitė Justina Gineikienė Economía y Finanzas nostalgia innovativeness Consumer behavior In recent years, marketers have widely used nostalgia in their marketing strategies. However, li!le research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to "ll this gap and referring to social identity theoretical #amework, current research examines the relationship between nostalgia, innovativeness and consumer purchasing decisions. Empirical results demonstrate that innovativeness and nostalgia might indeed act in opposite directions. Managerial implications of the "ndings are considered and directions for future research suggested. 2017 artículo científico 2029-4581 https://www.redalyc.org/articulo.oa?id=692375773003 en http://www.redalyc.org/revista.oa?id=6923 Organizations and Markets in Emerging Economies application/pdf Vilniaus Universitetas Organizations and Markets in Emerging Economies (Lituania) Num.1 Vol.8 |
| format | Artículo científico |
| id | redalyc_692375773003 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | Vilniaus Universitetas |
| spellingShingle | NOSTALGIA MAY NOT WORK FOR EVERYONE: THE CASE OF INNOVATIVE CONSUMERS Dovilė Barauskaitė Economía y Finanzas nostalgia innovativeness Consumer behavior NOSTALGIA MAY NOT WORK FOR EVERYONE: THE CASE OF INNOVATIVE CONSUMERS Dovilė Barauskaitė Justina Gineikienė Economía y Finanzas nostalgia innovativeness Consumer behavior In recent years, marketers have widely used nostalgia in their marketing strategies. However, li!le research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to "ll this gap and referring to social identity theoretical #amework, current research examines the relationship between nostalgia, innovativeness and consumer purchasing decisions. Empirical results demonstrate that innovativeness and nostalgia might indeed act in opposite directions. Managerial implications of the "ndings are considered and directions for future research suggested. 2017 artículo científico 2029-4581 https://www.redalyc.org/articulo.oa?id=692375773003 en http://www.redalyc.org/revista.oa?id=6923 Organizations and Markets in Emerging Economies application/pdf Vilniaus Universitetas Organizations and Markets in Emerging Economies (Lituania) Num.1 Vol.8 |
| title | NOSTALGIA MAY NOT WORK FOR EVERYONE: THE CASE OF INNOVATIVE CONSUMERS |
| topic | Economía y Finanzas nostalgia innovativeness Consumer behavior |
| url | https://www.redalyc.org/articulo.oa?id=692375773003 |