Heimat: Anchor in a Globalized World

Sylvia von Wallpach, Hans Mühlbacher

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

In globalized environments consumers tend to feel conformity, loneliness, and estrangement.Striving for belongingness and identification consumers rediscover “Heimat”, a term without exact equivalence in English or French. Local marketers build new product and communication strategies on Heimatwithout much theoretical basis and empirical results.This study provides insights into multi-sensory elements used in individual construction processes of Heimat. Heimatturns out to be the construction of a virtual space in a familiar natural and social context that is a part of consumers´ self, which allows mental balance and selfdetermination. Marketers who useHeimat to differentiate from global competitors should provide consumers with room for self-determination and should refrain from new economic or social pressures for their target customers.
OriginalsprogEngelsk
TitelProceedings of the 14th International Conference Marketing Trends 2015 Paris
RedaktørerJean-Claude Andreani, Umberto Collesei
Antal sider11
Udgivelses stedParis-Venice
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2015
ISBN (Elektronisk)9782953281127
StatusUdgivet - 2015
BegivenhedThe 14th International Marketing Trends Conference - Paris, Frankrig
Varighed: 23 jan. 201524 jan. 2015
Konferencens nummer: 14
http://www.marketing-trends-congress.com/content/conference-2015

Konference

KonferenceThe 14th International Marketing Trends Conference
Nummer14
LandFrankrig
ByParis
Periode23/01/201524/01/2015
Internetadresse

Emneord

  • Natural environment
  • Social relationships
  • Self-determination
  • Multi-sensory experiences
  • Multi-sensory sculpting

Citationsformater

von Wallpach, S., & Mühlbacher, H. (2015). Heimat: Anchor in a Globalized World. I J-C. Andreani, & U. Collesei (red.), Proceedings of the 14th International Conference Marketing Trends 2015 Paris European Marketing Academy. EMAC. http://www.marketing-trends-congress.com/archives/2015/pages/PDF/130.pdf