نوستالژی در روسیه پست سوسیالیستی: بررسی برنامه های کاربردی برای استراتژی های تبلیغاتی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|24107||2007||7 صفحه PDF||سفارش دهید||4656 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 60, Issue 6, June 2007, Pages 649–655
This article investigates nostalgia in post-socialist Russia from a consumer behavior perspective. The research includes the following components: 1) an overview of nostalgia and nostalgia proneness as a personality trait among Russians in the context of recent societal changes, 2) an analysis of four categories of nostalgia (personal, interpersonal, cultural, and virtual) and themes in nostalgia experiences provided by Russian respondents, and 3) a discussion of specific stimuli and advertising content in the Russian marketplace designed to evoke individual and collective nostalgia. The major nostalgia themes—specifically, the break-up of the Soviet Union, nature, and food—identified in the Russian responses are related to advertising and marketing elements for Russian products. The article also discusses the implications of consumer nostalgia for marketing and advertising strategy in the post-socialist Russian economy.
Nostalgia has recently attracted attention in marketing and consumer research. This article explores the relationship of nostalgia to product marketing and advertising in Russia, a country that has experienced significant political, social, and economic changes during the last 15 years. Such cultural transitions may produce nostalgic sentiments that exhibit an overall similarity among members of the society, but that also differ based on individuals' own life experience and situation (Davis, 1979).
نتیجه گیری انگلیسی
The research presented in this article examines how recent changes in Russian society shape consumer nostalgia and encourage the evocation of nostalgia by marketers adapting to the new economy. The content analysis indicates that there are common themes that strike a nostalgic chord with the respondents. Many of the responses appear to reflect societal changes (seemingly negative) related to jobs, crime, and the general social structure. While personal nostalgia dominates, all four categories of nostalgia are present. Although the sample of respondents is not representative of the general Russian population, the content analysis confirms other research on nostalgia and provides a basis for more systematic study of nostalgia in Russia. The frequency with which nature themes are mentioned by the respondents suggests that Wimm-Bill-Dann may be on target with its use of the countryside and home-grown values. The nostalgic experiences of Russian consumers provide a compelling extension of the literature on advertising and consumption experience in an important venue that receives less attention than other countries. Russia has experienced many cultural discontinuities, economic changes, and a recent transition to be an important emerging consumer market. There is a clear use of Soviet-related themes and brands, as well as an evocation of pre-Soviet times, in the nostalgic positioning of current Russian brands. Results from this study shed light on the responses Russian consumers have to Soviet-era brands still in existence and to “retro” products that use imagery associated with Communist or imperial times. As brands proliferate and brand management continues to evolve over time, nostalgia may become a more common positioning strategy in Russia. In the future, comparisons of advertising and consumption behavior can be made between Russia and the findings from other cultures in this area.