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- Dam, Christian, 1993, et al.
(author)
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Value-Creating Processes of Past-Themed Marketing and Consumption
- 2023
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In: Advances of Consumer Research. ; 51, s. 39-43
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Journal article (peer-reviewed)abstract
- While past-themed marketing and consumption have become a pervasive phenomenon, research is scattered in diverse bodies of literature on nostalgia, retro, heritage, and vintage. This conceptual article analyzes the axiological dimensions of past-themed literatures to theorize four shared value-creating processes: (1) idealization, (2) materialization, (3) mythologization, and (4) authentication.
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