Heimat: Anchor in a Globalized World

Sylvia von Wallpach, Hans Mühlbacher

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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 languageEnglish
Title of host publicationProceedings of the 14th International Conference Marketing Trends 2015 Paris
EditorsJean-Claude Andreani, Umberto Collesei
Number of pages11
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2015
ISBN (Electronic)9782953281127
Publication statusPublished - 2015
EventThe 14th International Marketing Trends Conference - Paris, France
Duration: 23 Jan 201524 Jan 2015
Conference number: 14


ConferenceThe 14th International Marketing Trends Conference
Internet address

Cite this