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Marketing the Past:...
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Dam, Christian,1993Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Department of Business Administration, Marketing Group
(författare)
Marketing the Past: A Literature Review and Future Directions for Researching Retro, Heritage, Nostalgia, and Vintage
- Artikel/kapitelEngelska2024
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LIBRIS-ID:oai:gup.ub.gu.se/336743
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https://gup.ub.gu.se/publication/336743URI
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https://doi.org/10.1080/0267257X.2024.2339454DOI
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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.
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Hartmann, Benjamin J.,1981Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Department of Business Administration, Marketing Group(Swepub:gu)xhaben
(författare)
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Brunk, Katja H.
(författare)
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Göteborgs universitetFöretagsekonomiska institutionen, Marknadsföring
(creator_code:org_t)
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Ingår i:Journal of Marketing Management0267-257X1472-1376
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