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1. 1. Enlightening the Present with the Past – Consumer’s Yearning for a Past Ethos: The Meaning Construction of Vintage Objects

   University essay from Göteborgs universitet/Graduate School

   Author : Carl-Fredrik Hansson; [2020-11-09]
   Keywords : ;

   Abstract : Past themed market resources through nostalgia marketing are recognised to be charged with a romantic, emotional, imaginary and mythical relationship to the mundane everyday life. Explaining marketers targeting of consumers who have not lived during the time which the objects ordinate from or allude to and their consumption of past themed market resources with nostalgia may seem counterintuitive since they have not lived in the time which the objects ordinate from. READ MORE