- Tytuł:
- Nostalgia and Culture: The Relationship Between Indicators of Acculturation and Nostalgia
- Autorzy:
-
Awicha Amina, Borsali
Abderrezak, Benhabib - Powiązania:
- https://bibliotekanauki.pl/articles/2012484.pdf
- Data publikacji:
- 2018
- Wydawca:
- Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
- Tematy:
-
nostalgic brands
positioning
acculturation - Opis:
- In this article we test the relationship between indicators of acculturation (language, media, selfidentification, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a significant effect between our independent variables and our dependent variable. The results of analysis of variance, One-Way Anova, reveal that the home language, the food of home country, the media, self-identification with the origin country and the religion of the origin country have a signifi cant impact on nostalgia. This article contributes to new theoretical elements in the field of nostalgia and culture as a complement of several previous studies. The managerial contributions of this study focus on positioning of nostalgic brands and developing marketing strategies for this kind of products.
- Źródło:
-
Journal of Marketing and Consumer Behaviour in Emerging Markets; 2018, 1(7); 28-47
2449-6634 - Pojawia się w:
- Journal of Marketing and Consumer Behaviour in Emerging Markets
- Dostawca treści:
- Biblioteka Nauki