Nostalgia May Not Work for Everyone: the Case of Innovative Consumers
In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, curre...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2017-05-01
|
| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14195 |
| _version_ | 1818156896254689280 |
|---|---|
| author | Dovilė Barauskaitė Justina Gineikienė |
| author_facet | Dovilė Barauskaitė Justina Gineikienė |
| author_sort | Dovilė Barauskaitė |
| collection | DOAJ |
| description | In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, 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 findings are considered and directions for future research suggested. |
| first_indexed | 2024-12-11T15:05:35Z |
| format | Article |
| id | doaj.art-d632e2af07c8401893ed2c5c41771016 |
| institution | Directory Open Access Journal |
| issn | 2029-4581 2345-0037 |
| language | English |
| last_indexed | 2024-12-11T15:05:35Z |
| publishDate | 2017-05-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj.art-d632e2af07c8401893ed2c5c417710162022-12-22T01:00:56ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372017-05-018110.15388/omee.2017.8.1.14195Nostalgia May Not Work for Everyone: the Case of Innovative ConsumersDovilė Barauskaitė0Justina Gineikienė1ISM University of Management and EconomicsISM University of Management and EconomicsIn recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, 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 findings are considered and directions for future research suggested.https://www.journals.vu.lt/omee/article/view/14195consumer behaviornostalgiainnovativeness |
| spellingShingle | Dovilė Barauskaitė Justina Gineikienė Nostalgia May Not Work for Everyone: the Case of Innovative Consumers Organizations and Markets in Emerging Economies consumer behavior nostalgia innovativeness |
| title | Nostalgia May Not Work for Everyone: the Case of Innovative Consumers |
| title_full | Nostalgia May Not Work for Everyone: the Case of Innovative Consumers |
| title_fullStr | Nostalgia May Not Work for Everyone: the Case of Innovative Consumers |
| title_full_unstemmed | Nostalgia May Not Work for Everyone: the Case of Innovative Consumers |
| title_short | Nostalgia May Not Work for Everyone: the Case of Innovative Consumers |
| title_sort | nostalgia may not work for everyone the case of innovative consumers |
| topic | consumer behavior nostalgia innovativeness |
| url | https://www.journals.vu.lt/omee/article/view/14195 |
| work_keys_str_mv | AT dovilebarauskaite nostalgiamaynotworkforeveryonethecaseofinnovativeconsumers AT justinagineikiene nostalgiamaynotworkforeveryonethecaseofinnovativeconsumers |