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Marketing the Past:...
Marketing the Past: A Literature Review and Future Directions for Researching Retro, Heritage, Nostalgia, and Vintage
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- Dam, Christian, 1993 (author)
- Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Department of Business Administration, Marketing Group
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- Hartmann, Benjamin J., 1981 (author)
- Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Department of Business Administration, Marketing Group
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Brunk, Katja H. (author)
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(creator_code:org_t)
- 2024
- 2024
- English.
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In: Journal of Marketing Management. - 0267-257X .- 1472-1376.
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Abstract
Subject headings
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- Over the last decades, marketing literature has persistently been interested in how marketers and consumers alike engage with the past through past-themed brands, products, and services. However, our knowledge on past-themed marketing is scattered and treated in largely separated literature streams on retro, heritage, nostalgia, and vintage. This article reviews marketing literature on retro, heritage, nostalgia, and vintage – and their ontological, methodological, and axiological underpinnings – to synthesise a differential overview of these streams and contribute shared future research directions for researching and understanding past-themed marketing. Thus, based on our review, we identify and discuss areas for future research on marketing the past, specifically concerned with authenticity complexities and marketing management perspectives.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Past-themed
- retro
- heritage
- nostalgia
- vintage
Publication and Content Type
- ref (subject category)
- art (subject category)
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