广义虚拟经济研究
廣義虛擬經濟研究
엄의허의경제연구
Research on the Generalized Virtual Economy
2015年
3期
45-50
,共6页
怀旧情感%品牌认知%消费行为
懷舊情感%品牌認知%消費行為
부구정감%품패인지%소비행위
Nostalgia%Brand awareness%Consumption behavior
怀旧之情人皆有之,由怀旧情感决定的怀旧产品消费日益盛行.本文通过在怀旧诱因、怀旧倾向、怀旧品牌和怀旧消费等变量之间建立理论模型,探讨怀旧品牌情感的形成机理,分析之间的相关关系,并围绕怀旧营销的开展提出若干策略.
懷舊之情人皆有之,由懷舊情感決定的懷舊產品消費日益盛行.本文通過在懷舊誘因、懷舊傾嚮、懷舊品牌和懷舊消費等變量之間建立理論模型,探討懷舊品牌情感的形成機理,分析之間的相關關繫,併圍繞懷舊營銷的開展提齣若榦策略.
부구지정인개유지,유부구정감결정적부구산품소비일익성행.본문통과재부구유인、부구경향、부구품패화부구소비등변량지간건립이론모형,탐토부구품패정감적형성궤리,분석지간적상관관계,병위요부구영소적개전제출약간책략.
Everyone has the feeling of nostalgia. Nostalgic product consumption which relies on the feeling of nostalgia becomes more and more popular. In this paper, through the factors such as the inducement of the nostalgia, the tendency of the nostalgia, the brand of the nostalgia and the consumption of the nostalgia, a theoretical model is established to explore the formation mechanism of nostalgic brand emotion, analyze the relationship between them, and put forward some strategies on the development of nostalgia marketing.
