Psychological distance in the diaspora marketing of nostalgic products: a Venezuelan case
Descripción del Articulo
With this first systematic review of specific literature about diaspora marketing, it was found that this emerging literature focuses mainly on opportunities related to trade, tourism, and the acculturation between countries with different languages in only one host country. This research contribute...
Autores: | , , |
---|---|
Formato: | artículo |
Fecha de Publicación: | 2021 |
Institución: | Universidad ESAN |
Repositorio: | ESAN-Institucional |
Lenguaje: | inglés |
OAI Identifier: | oai:repositorio.esan.edu.pe:20.500.12640/2897 |
Enlace del recurso: | https://hdl.handle.net/20.500.12640/2897 https://doi.org/10.1590/S0034-759020220103 |
Nivel de acceso: | acceso abierto |
Materia: | Diaspora marketing e-WOM Cultural dimensions Nostalgic products Construal level theory Marketing de la diáspora Dimensiones culturales Productos nostálgicos Teoría del nivel de conceptualización https://purl.org/pe-repo/ocde/ford#5.02.04 |
Sumario: | With this first systematic review of specific literature about diaspora marketing, it was found that this emerging literature focuses mainly on opportunities related to trade, tourism, and the acculturation between countries with different languages in only one host country. This research contributes toward a greater understanding of diaspora buying behavior using the construal level theory, specifically regarding the purchase of nostalgic products and services, examining the case of Venezuelan diaspora in the broader international context of five host countries: Colombia, Peru, Chile, Ecuador, and Panama Another contribution is the use of e-WOM metrics derived from advertising posts on Instagram. The results show that diaspora consumers in host countries that have higher levels of individualism, less masculinity, and are further geographically from their homeland seek to consume greater amounts of nostalgic products. |
---|
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).