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.
Original language | English |
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Title of host publication | Proceedings of the 14th International Conference Marketing Trends 2015 Paris |
Editors | Jean-Claude Andreani, Umberto Collesei |
Number of pages | 11 |
Place of Publication | Brussels |
Publisher | European Marketing Academy. EMAC |
Publication date | 2015 |
ISBN (Electronic) | 9782953281127 |
Publication status | Published - 2015 |
Event | The 14th International Marketing Trends Conference - Paris, France Duration: 23 Jan 2015 → 24 Jan 2015 Conference number: 14 http://www.marketing-trends-congress.com/content/conference-2015 |
Conference
Conference | The 14th International Marketing Trends Conference |
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Number | 14 |
Country/Territory | France |
City | Paris |
Period | 23/01/2015 → 24/01/2015 |
Internet address |