УЛОГА НОСТАЛГИЈЕ У ЕМОЦИОНАЛНОМ ПОВЕЗИВАЊУ ПОТРОШАЧА СА БРЕНДОВИМА
Ključne reči:
носталгија, носталгични маркетинг, носталгични брендови, понашање потрошача, конкуренција, тржиште
Sažetak
Носталгија представља једну од базичних људских емоција, самим тим сентиментална чежња за нечим из прошлости представља осећај који већина људи препознаје. Жеља и жал за детињством карактеристична је за све генерације, због тога се носталгични маркетинг сматра успешном и вредном маркетиншком стратегијом, која доноси модернизоване верзије прошлих предмета и искустава и чини да старо поново постаје ново. Главна сврха носталгичног маркетинга и носталгичних брендова је да омогуће потрошачима да путују кроз време, назад у рано детињство и да се присете својих пријатних искустава и успомена, па чак и да себе сагледају из другачије временске перспективе. Овакви брендови привлаче пажњу публике кокетирањем са старијим, провереним и познатим трендовима из прошлости, што потрошачима призива позитивна сећања.
Овај рад жели да приближи и предочи информације које компанијама и маркетиншким стручњацима могу помоћи да се лакше одлуче за стратегију носталгичног маркетинга. Иако данас многе светски познате компаније користе носталгичне брендове и носталгичне апеле како би прошириле циљно тржиште, премостиле јаз између генерација и победиле конкуренцију на тржишту, стиче се утисак да се потенцијали овог ефикасног маркетиншког приступа недовољно користе.
Из тог разлога, основни циљ рада је да анализира прикупљене информације из доступне научне литературе и да понуди нове смернице стручњацима у овој области. Имплементација стратегије носталгичног маркетинга и креирање носталгичних брендова ствара нераскидиву емоционалну везу са потрошачима, заузврат, потрошачи су спремни да изврше куповину, само да би се присетили својих прошлих успомена и још једном доживели осећај независност и припадности из детињства. Маркетиншки стручњаци би морали да пронађу равнотежу између старог и новог, односно да створе модеран преокрет према старом производу. Носталгични брендови, на данашњем захтевном тржишту, би требало да испуњавају савремене стандарде, али да у том процесу модернизације не оскрнаве основни концепт са којим су потрошачи некада одрастали.
Reference
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Brown-Kozinets-Sherry 2003: Stephen Brown, Robert Kozinets, John Sherry. “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (3), 19-33.
Chen-Yeh-Huan 2014: Hung Bin Chen, Shih-Shuo Yeh, Tzung Cheng Huan, “Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants”. Journal of Business Research, 67(3), 354-360.
Cui, R. 2015: Rubo Cui. “A Review of Nostalgia in Marketing”. Journal of Service Science and Management, 8, 125-131. DOI: 10.4236/jssm.2015.81015.
Divard-Demontrond 1997: Ronan Divard, Philippe Robert Demontrond. “La nostalgie: um thèmerécent dans la recherché marketing. Recherche et Applications en Marketing, 12(4), 41-62. doi: 10.1177/076737019701200403.
Figueiredo-Neto-Bacha 2013: Celso Figueiredo-Neto, Maria de Lourdes Bacha, “Persuasoresimprováveis. Sociedadebrasileira de estudosinterdisciplinares da Comunicação”. Anais do CongressoBrasileiro de Ciências da Comunicação, Manaus, AM, Brasil, 36.
Gao-Lu 2006: Gao, H. and Lu, T.H. “Western Consumers Nostalgia Research Review”. Foreign Economies and Management, 28, 26-33.
Havlena-Holak 1991: William Havlena, Susan Holak. “The Good Old Days: Observations on Nostalgia and Its Role In Consumer Behavior”. Advances in Consumer Research 18(1): 323-29.
Havlena-Holak 1996: William Havlena, Susan Holak. “Exploring Nostalgia Imagery Through the Use of Consumer Collages”. Advances in Consumer Research 23(1), 35-42.
Hetzel 1998: France Patrick Hetzel. “Sportswear as an expression of how the consumer society has evolved: The example of fun wear”. New developments and approaches in consumerbehaviour research. Eds. Ingo Balderjahn, Caludia Mennicken, Eric Vernette. London: Macmillan Press Ltd., 70-87.
Holak-Havlena 1998: Susan Holak, William Havlena. “Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia.” Journal of Business Research 42(97): 217–26.
Holak 2014: Susan Holak. “From Brighton beach to blogs: Exploring food-related nostalgia in the Russian diaspora”. Consumption Markets & Culture, 17(2), 185–207. doi:10.1080/ 10253866.2013.776308.
Holbrook 1993: Morris Holbrook. “Nostalgia and consumption preferences: some emerging patterns of consumer tastes”. Journal of Consumer Research, 20(1), 245-256. doi: 10.1086/209346.
Holbrook-Schindler 2003: Morris Holbrook, Robert Schindler. “Nostalgia for early experiences as a determinant of consumer preferences”. Psychology & Marketing, 20, 4, 275-302.
Holt 2003: Douglas Holt. “What becomes an icon most?” Harvard Business Review, (3), 43–49.
Holt-Thompson 2004: Douglas Holt, Craig Thompson. “Man-of-action heroes: The pursuit of heroic masculinity in everyday consumption: Figure 1”. Journal of Consumer Research, 31, 425–440. doi:10.1086/422120.
Hunt-Johns 2013: Louise Hunt, Nick Johns. “Image, place and nostalgia in hospitality branding and marketing”. Worldwide Hospitality and Tourism Themes, 5(1), 14-26. doi: 10.1108/17554211311292411.
Kessous-Roux 2008: Lie Kessous, Elyette Roux. “A semiotic analysis of nostalgia as a connection to the past.” Qualitative Market Research 11(2): 192-212.
Kravets-Orge. 2010: Olga Kravets, Orsan Orge. “Iconic brands: A socio-material story”. Journal of Material Culture, 15(2), 205–232. doi:10.1177/1359183510364076.
Kusumi-Matsuda-Sugimori 2010: Takashi Kusumi, Ken Matsuda, Eriko Sugimori. “The effects of aging on nostalgia in consumers’ advertisement processing”. Japanese Psychological Research, Vol. 52(3), 150-162.
Lambert-Pandraud-Laurent 2010: Raphaelle Lambert-Pandraud, Gilles Laurent. “Why do older consumers buy older brands? The role of attachment and declining innovativeness”. American Marketing Association, Vol. 74, 104-121.
Langer 1997: Judith Langer. “What consumers wish brand managers knew.” Journal of Advertising Research, 37, 6, 60-65.
LaTour-LaTour-Zinkhan 2010: Kathryn LaTour, Michael LaTour, George Zinkhan. “Coke is it: How stories in childhood memories illuminate an icon”. Journal of Business Research, 63, 328–336.doi:10.1016/j.jbusres.2009.05.011.
Loveland-Smeesters-Mandel 2010: Katherine Loveland, Dirk Smeesters, Naomi Mandel. “Still preoccupied with 1995: The need to belong and preference for nostalgic products.” Journal of Consumer Research, 37(3), 393–408. doi:10.1086/653043.
Merchant-Ford 2008: Altaf Merchant, John Ford. “Nostalgia and giving to charity: a conceptual framework for discussion and research”. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 13-30. doi: 10.1002/nvsm.300.
Merchant-Latour-Ford-Latour 2013: Altaf Merchant, Kathryn Braun Latour, John Ford, Michael Latour. “How strong is the pull of the past? Measuring personal nostalgia evoked by advertising”. Journal of Advertising Research, 53, 150-165.
Muehling-Sprott 2004: Darrel Muehling, David Sprott. “The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects”. Journal of Advertising, 33(3), 25-35.
Muehling-Pascal 2012: Darrel Muehling, Vincent Pascal. “An Involvement Explanation for Nostalgia Advertising Effects”. Journal of Promotion Management, 18(1), 100-118.
Muehling 2013: Darrel Muehling. “The relative influence of advertising-evoked personal and historical nostalgic thoughts on consumers' brand attitudes”. Journal of Marketing Communications, 19(2), 98-113.
Orth-Steffi 2012: Orth, Ulrich, Steffi Gal. “Nostalgic brands as mood boosters,” Journal of Brand Management, 19 (8), 666- 679.
Pascal,-Sprott-Muehling 2002: Vincent Pascal, David Sprott, Darrel Muehling. The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study. Journal of Current Issues & Research In Advertising (CTC Press), 24(1), 39.
Perkins-Forehand 2012: Andrew Perkins, Mark Forehand. “Implicit self-referencing: the effect of nonvolitional self-association on brand and product attitude”. Journal of Consumer Research, 39(1), 142-156.
Plutarco-Botelho 2012: Francisca Plutarco, Delane Botelho. “A volta dos velhos e bons tempos: proposiçõessobre o construto nostalgia naárea de comportamento do consumidor”. Anais do Encontro Nacional da Associação Nacional de Pós-Graduação e PesquisaemAdministração, Rio de Janeiro, RJ, Brasil, 36.
Reisenwitz-Iyer-Cutler 2004: Timothy Reisenwitz, Rajesh Iyer, Bob Cutler. “Nostalgia Advertising and The Influence of Nostalgia Pronesss”. The Marketing Management Journal, Fall, 14(2), 55-66.
Routledge-Arndt-Wildschut-Sedikides-Hart-Juhl-Vingerhoets-Schlotz 2011: Clay Routledge, Jamie Arndt, Tim Wildschut, Constantine Sedikides, Claire Hart, Jacob Juhl, Ad JJM Vingerhoets, Wolff Schlotz. “The past makes the present meaningful: Nostalgia as an existential resource”. Journal of Personality and Social Psychology, 101(3), 638–652. https://doi.org/10.1037/a0024292.
Sedikides-Wildschut-Baden 2004: Constantine Sedikides, Tim Wildschut, Denise Baden. “Nostalgia: conceptual issues and existential functions”. Handbook of experimental existentialpsychology Eds. Jeff Greenberg, Sander Koole, Tom Pyszczynski. New York: Guilford, 200-214.
Sierra-McQuitty 2007: Jeremy Sierra, Shaun McQuitty. “Attitudes and emotions as determinants of nostalgia purchases: An application of Social Identity Theory”. Journal of Marketing Theory and Practice, Vol. 15(2), 99-112.
Stern 1992: Barbara Stern. “Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect”. Journal of Advertising 21(4): 11-22.
Werman 1977: David Werman. “Normal and pathological nostalgia”. Journal of the American Psychoanalytic Association, 25(1), 387-398. doi: 10.1177/000306517702500205.
Wildschut-Sedikides-Arndt-Routledge 2006: Tim Wildschut, Constantine Sedikides, Jamie Arndt, Clay Routledge. “Nostalgia: Content, Triggers, Functions”. Journal of Personality and Social Psychology, 91(5), 975-993.
Wildschut-Sedikides-Routledge-Arndt-Cordaro 2010: Tim Wildschut, Constantine Sedikides, Clay Routledge, Jamie Arndt, Frank Cordaro. “Nostalgia as a repository of social connectedness: The role of attachment-related avoidance”. Journal of Personality and Social Psychology, 98, 4, 573-586.
Zhou-Wildschut-Sedikides-Shi-Feng 2012: Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Kan Shi, Cong Feng. Nostalgia: The gift that keeps on giving. Journal of Consumer Research, 39, 39-50.
Baltezarević-Ravić 2020: Radoslav Baltezarević, Nenad Ravić. „Sinteza između digitalnih marketinških strategija i strategija u igri šah“. Baština, sv. 52, 217-228. doi: 10.5937/bastina30-29122.
Baltezarević-Baltezarević 2016: Radoslav Baltezarević, Vesna Baltezarević „Virtual communication’s skills - view through the social media and situation in Serbia“. Proceedings: Entrepreneurship: types, current trends and future perspectives. Eds. Mirjana-Radović Marković, Imani Silver Kyaruzi. Chicago, United States of America; Akamai University, Hilo, United States of America; Faculty of Business Economics and Entrepreneurship (BEE), Belgrade, Serbia; Institute of Social Entrepreneurship (IRESEED), Great Britain Graphics: Inc., 275-287.
Baltezarević 2016: Radoslav Baltezarević. „Emotional branding as a way of communication with consumers”.Yearbook, br.8. godina VIII, Beograd: Fakultet za kulturu i medije, “John Naisbitt” Univerzitet, 125-136.
Batcho-DaRin-Nave-Yaworsky 2008: Kristine Irene Batcho, Meghan DaRin, Andrea Nave, Renee Yaworsky. „Nostalgia and identity in song lyrics”. Psychology of Aesthetics, Creativity, and the Arts, 2, 236-244.
Belk-Guliz-Askegaard. 2003: Russell Belk, Guliz Ger, Soren Askegaard. “The Fire of Desire: A Multisited Inquiry into Consumer Passion,” Journal of Consumer Research, 30 (3), 326-51.
Boym 2002: Svetlana Boym. The future of nostalgia. New York: Perseus Books Group: Basic Book.
Brown-Kozinets-Sherry 2003: Stephen Brown, Robert Kozinets, John Sherry. “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (3), 19-33.
Chen-Yeh-Huan 2014: Hung Bin Chen, Shih-Shuo Yeh, Tzung Cheng Huan, “Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants”. Journal of Business Research, 67(3), 354-360.
Cui, R. 2015: Rubo Cui. “A Review of Nostalgia in Marketing”. Journal of Service Science and Management, 8, 125-131. DOI: 10.4236/jssm.2015.81015.
Divard-Demontrond 1997: Ronan Divard, Philippe Robert Demontrond. “La nostalgie: um thèmerécent dans la recherché marketing. Recherche et Applications en Marketing, 12(4), 41-62. doi: 10.1177/076737019701200403.
Figueiredo-Neto-Bacha 2013: Celso Figueiredo-Neto, Maria de Lourdes Bacha, “Persuasoresimprováveis. Sociedadebrasileira de estudosinterdisciplinares da Comunicação”. Anais do CongressoBrasileiro de Ciências da Comunicação, Manaus, AM, Brasil, 36.
Gao-Lu 2006: Gao, H. and Lu, T.H. “Western Consumers Nostalgia Research Review”. Foreign Economies and Management, 28, 26-33.
Havlena-Holak 1991: William Havlena, Susan Holak. “The Good Old Days: Observations on Nostalgia and Its Role In Consumer Behavior”. Advances in Consumer Research 18(1): 323-29.
Havlena-Holak 1996: William Havlena, Susan Holak. “Exploring Nostalgia Imagery Through the Use of Consumer Collages”. Advances in Consumer Research 23(1), 35-42.
Hetzel 1998: France Patrick Hetzel. “Sportswear as an expression of how the consumer society has evolved: The example of fun wear”. New developments and approaches in consumerbehaviour research. Eds. Ingo Balderjahn, Caludia Mennicken, Eric Vernette. London: Macmillan Press Ltd., 70-87.
Holak-Havlena 1998: Susan Holak, William Havlena. “Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia.” Journal of Business Research 42(97): 217–26.
Holak 2014: Susan Holak. “From Brighton beach to blogs: Exploring food-related nostalgia in the Russian diaspora”. Consumption Markets & Culture, 17(2), 185–207. doi:10.1080/ 10253866.2013.776308.
Holbrook 1993: Morris Holbrook. “Nostalgia and consumption preferences: some emerging patterns of consumer tastes”. Journal of Consumer Research, 20(1), 245-256. doi: 10.1086/209346.
Holbrook-Schindler 2003: Morris Holbrook, Robert Schindler. “Nostalgia for early experiences as a determinant of consumer preferences”. Psychology & Marketing, 20, 4, 275-302.
Holt 2003: Douglas Holt. “What becomes an icon most?” Harvard Business Review, (3), 43–49.
Holt-Thompson 2004: Douglas Holt, Craig Thompson. “Man-of-action heroes: The pursuit of heroic masculinity in everyday consumption: Figure 1”. Journal of Consumer Research, 31, 425–440. doi:10.1086/422120.
Hunt-Johns 2013: Louise Hunt, Nick Johns. “Image, place and nostalgia in hospitality branding and marketing”. Worldwide Hospitality and Tourism Themes, 5(1), 14-26. doi: 10.1108/17554211311292411.
Kessous-Roux 2008: Lie Kessous, Elyette Roux. “A semiotic analysis of nostalgia as a connection to the past.” Qualitative Market Research 11(2): 192-212.
Kravets-Orge. 2010: Olga Kravets, Orsan Orge. “Iconic brands: A socio-material story”. Journal of Material Culture, 15(2), 205–232. doi:10.1177/1359183510364076.
Kusumi-Matsuda-Sugimori 2010: Takashi Kusumi, Ken Matsuda, Eriko Sugimori. “The effects of aging on nostalgia in consumers’ advertisement processing”. Japanese Psychological Research, Vol. 52(3), 150-162.
Lambert-Pandraud-Laurent 2010: Raphaelle Lambert-Pandraud, Gilles Laurent. “Why do older consumers buy older brands? The role of attachment and declining innovativeness”. American Marketing Association, Vol. 74, 104-121.
Langer 1997: Judith Langer. “What consumers wish brand managers knew.” Journal of Advertising Research, 37, 6, 60-65.
LaTour-LaTour-Zinkhan 2010: Kathryn LaTour, Michael LaTour, George Zinkhan. “Coke is it: How stories in childhood memories illuminate an icon”. Journal of Business Research, 63, 328–336.doi:10.1016/j.jbusres.2009.05.011.
Loveland-Smeesters-Mandel 2010: Katherine Loveland, Dirk Smeesters, Naomi Mandel. “Still preoccupied with 1995: The need to belong and preference for nostalgic products.” Journal of Consumer Research, 37(3), 393–408. doi:10.1086/653043.
Merchant-Ford 2008: Altaf Merchant, John Ford. “Nostalgia and giving to charity: a conceptual framework for discussion and research”. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 13-30. doi: 10.1002/nvsm.300.
Merchant-Latour-Ford-Latour 2013: Altaf Merchant, Kathryn Braun Latour, John Ford, Michael Latour. “How strong is the pull of the past? Measuring personal nostalgia evoked by advertising”. Journal of Advertising Research, 53, 150-165.
Muehling-Sprott 2004: Darrel Muehling, David Sprott. “The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects”. Journal of Advertising, 33(3), 25-35.
Muehling-Pascal 2012: Darrel Muehling, Vincent Pascal. “An Involvement Explanation for Nostalgia Advertising Effects”. Journal of Promotion Management, 18(1), 100-118.
Muehling 2013: Darrel Muehling. “The relative influence of advertising-evoked personal and historical nostalgic thoughts on consumers' brand attitudes”. Journal of Marketing Communications, 19(2), 98-113.
Orth-Steffi 2012: Orth, Ulrich, Steffi Gal. “Nostalgic brands as mood boosters,” Journal of Brand Management, 19 (8), 666- 679.
Pascal,-Sprott-Muehling 2002: Vincent Pascal, David Sprott, Darrel Muehling. The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study. Journal of Current Issues & Research In Advertising (CTC Press), 24(1), 39.
Perkins-Forehand 2012: Andrew Perkins, Mark Forehand. “Implicit self-referencing: the effect of nonvolitional self-association on brand and product attitude”. Journal of Consumer Research, 39(1), 142-156.
Plutarco-Botelho 2012: Francisca Plutarco, Delane Botelho. “A volta dos velhos e bons tempos: proposiçõessobre o construto nostalgia naárea de comportamento do consumidor”. Anais do Encontro Nacional da Associação Nacional de Pós-Graduação e PesquisaemAdministração, Rio de Janeiro, RJ, Brasil, 36.
Reisenwitz-Iyer-Cutler 2004: Timothy Reisenwitz, Rajesh Iyer, Bob Cutler. “Nostalgia Advertising and The Influence of Nostalgia Pronesss”. The Marketing Management Journal, Fall, 14(2), 55-66.
Routledge-Arndt-Wildschut-Sedikides-Hart-Juhl-Vingerhoets-Schlotz 2011: Clay Routledge, Jamie Arndt, Tim Wildschut, Constantine Sedikides, Claire Hart, Jacob Juhl, Ad JJM Vingerhoets, Wolff Schlotz. “The past makes the present meaningful: Nostalgia as an existential resource”. Journal of Personality and Social Psychology, 101(3), 638–652. https://doi.org/10.1037/a0024292.
Sedikides-Wildschut-Baden 2004: Constantine Sedikides, Tim Wildschut, Denise Baden. “Nostalgia: conceptual issues and existential functions”. Handbook of experimental existentialpsychology Eds. Jeff Greenberg, Sander Koole, Tom Pyszczynski. New York: Guilford, 200-214.
Sierra-McQuitty 2007: Jeremy Sierra, Shaun McQuitty. “Attitudes and emotions as determinants of nostalgia purchases: An application of Social Identity Theory”. Journal of Marketing Theory and Practice, Vol. 15(2), 99-112.
Stern 1992: Barbara Stern. “Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect”. Journal of Advertising 21(4): 11-22.
Werman 1977: David Werman. “Normal and pathological nostalgia”. Journal of the American Psychoanalytic Association, 25(1), 387-398. doi: 10.1177/000306517702500205.
Wildschut-Sedikides-Arndt-Routledge 2006: Tim Wildschut, Constantine Sedikides, Jamie Arndt, Clay Routledge. “Nostalgia: Content, Triggers, Functions”. Journal of Personality and Social Psychology, 91(5), 975-993.
Wildschut-Sedikides-Routledge-Arndt-Cordaro 2010: Tim Wildschut, Constantine Sedikides, Clay Routledge, Jamie Arndt, Frank Cordaro. “Nostalgia as a repository of social connectedness: The role of attachment-related avoidance”. Journal of Personality and Social Psychology, 98, 4, 573-586.
Zhou-Wildschut-Sedikides-Shi-Feng 2012: Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Kan Shi, Cong Feng. Nostalgia: The gift that keeps on giving. Journal of Consumer Research, 39, 39-50.