Abstract
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.
Originalsprog | Engelsk |
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Titel | Proceedings of the 14th International Conference Marketing Trends 2015 Paris |
Redaktører | Jean-Claude Andreani, Umberto Collesei |
Antal sider | 11 |
Udgivelsessted | Brussels |
Forlag | European Marketing Academy. EMAC |
Publikationsdato | 2015 |
ISBN (Elektronisk) | 9782953281127 |
Status | Udgivet - 2015 |
Begivenhed | The 14th International Marketing Trends Conference - Paris, Frankrig Varighed: 23 jan. 2015 → 24 jan. 2015 Konferencens nummer: 14 http://www.marketing-trends-congress.com/content/conference-2015 |
Konference
Konference | The 14th International Marketing Trends Conference |
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Nummer | 14 |
Land/Område | Frankrig |
By | Paris |
Periode | 23/01/2015 → 24/01/2015 |
Internetadresse |
Emneord
- Natural environment
- Social relationships
- Self-determination
- Multi-sensory experiences
- Multi-sensory sculpting