Ontology, methodology and axiology of marketing the past: Retro, heritage, nostalgia and vintage
| Ontology, methodology, and axiology of marketing the past | Retro | Heritage | Nostalgia | Vintage |
|---|---|---|---|---|
| Ontology | Retro marketing is about promulgating a combination of old and new brand elements | Corporations can use and leverage their heritage and brand history for marketing purposes | Nostalgia is a bittersweet emotion experienced on the individual level and a market-mediated ideological infrastructure negotiating collective memory | Vintage denotes curated objects from a bygone era |
| Methodology | Is predominantly studied qualitatively through brand-level representations including interviews, netnography, autobiographical essays and document analysis | Is predominantly studied qualitatively through corporate management actors and brand-level representations | Is studied either quantitatively through generalisations of stimulated pastness (psychological perspective), or qualitatively by contextual immersion in pastness (socio-cultural perspective) | Is predominantly studied qualitatively by elucidating consumers’ relations to object biographies through ethnography, but also occasionally through quantitative methods |
| Axiology | Value outcomes on authenticity and brand meanings | Value outcomes on authenticity, brand equity and trust | Value outcomes on authenticity, enchantment and myths | Value outcomes on authenticity, cultural capital, status and uniqueness |
| Ontology, methodology, and axiology of marketing the past | Retro | Heritage | Nostalgia | Vintage |
|---|---|---|---|---|
| Retro marketing is about promulgating a combination of old and new brand elements | Corporations can use and leverage their heritage and brand history for marketing purposes | Nostalgia is a bittersweet emotion experienced on the individual level and a market-mediated ideological infrastructure negotiating collective memory | Vintage denotes curated objects from a bygone era | |
| Is predominantly studied qualitatively through brand-level representations including interviews, netnography, autobiographical essays and document analysis | Is predominantly studied qualitatively through corporate management actors and brand-level representations | Is studied either quantitatively through generalisations of stimulated pastness (psychological perspective), or qualitatively by contextual immersion in pastness (socio-cultural perspective) | Is predominantly studied qualitatively by elucidating consumers’ relations to object biographies through ethnography, but also occasionally through quantitative methods | |
| Value outcomes on authenticity and brand meanings | Value outcomes on authenticity, brand equity and trust | Value outcomes on authenticity, enchantment and myths | Value outcomes on authenticity, cultural capital, status and uniqueness |
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