消费者品牌怀旧情感的形成机理与怀旧营销策略  

The Formation Mechanism and the Marketing Strategy of Consumers' Nostalgic Brand Emotion

作　　者：孙明贵[1] 孙雨晴[2] 

机构地区：[1]东华大学信息科学与工程学院,上海市200051 [2]东华大学旭日工商管理学院,上海市200051

出　　处：《广义虚拟经济研究》2015年第3期45-50,共6页Research on the Generalized Virtual Economy

基　　金：广义虚拟经济研究专项资助项目[项目编号:GX2011-1008(Y)];国家社会科学基金项目(批准号:10BJL044)

摘　　要：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。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.

关 键 词：怀旧情感 品牌认知 消费行为 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]