Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing

Detalhes bibliográficos
Autor(a) principal: Henriques, Flávio Medeiros
Data de Publicação: 2021
Outros Autores: Suarez, Maribel Carvalho
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/83370
Resumo: Nostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective.
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spelling Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing¿Nostalgia como práctica? Releyendo la investi gación sobre la nostalgia en el campo del MarketingNostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do MarketingNostalgiaPractice TheoriesConsumer Culture TheoryNostalgiaTeorías de la prácticaTeoría de la cultura del consumidorNostalgiaTeorias da PráticaConsumer Culture TheoryNostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective.La nostalgia es un poderoso recurso de Marketing y ha ido introduciendo nuevas formas y dinámicas en la escena contemporánea que desafían sus interpretaciones clásicas. Teniendo en cuenta que se ha cuestionado la comprensión del fenómeno del consumo, cabe preguntarse si las explicaciones actuales sobre nostalgia explican adecuadamente el fenómeno en el contexto del consumo. Así, el objetivo de este trabajo es reflexionar y proponer nuevas posibilidades para investigar el fenómeno de la nostalgia en el campo del Marketing desde las teorías de la práctica. El artículo presenta dos aportes principales: al revisar la literatura sobre la nostalgia en el campo, organiza conceptualmente la investigación en dos enfoques, el sentimental y el cultural. Finalmente, el trabajo también reflexiona sobre las posibilidades de reinterpretar la investigación de la nostalgia desde las teorías de la práctica.A nostalgia é um poderoso recurso de Marketing e vem apresentando novas formas e dinâmicas no cenário contemporâneo que desafiam suas interpretações clássicas. Considerando que o próprio entendimento do fenômeno do consumo vem sendo revisto, cabe questionar se as explicações atuais sobre nostalgia explicam adequadamente o fenômeno no contexto do consumo. Assim, o objetivo deste trabalho é refletir e propor novas possibilidades de investigação do fenômeno da nostalgia no campo do Marketing a partir das Teorias da Prática. O artigo apresenta duas contribuições principais: ao revisitar a literatura sobre nostalgia no campo, organiza conceitualmente as pesquisas em duas abordagens, a sentimentalista e a cultural. Por fim, o texto também reflete sobre possibilidades de releitura da pesquisa sobre nostalgia a partir das Teorias da Prática.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2021-08-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8337010.1590/1679-395120200109Cadernos EBAPE.BR; Vol. 19 No. 3 (2021); 524-537Cadernos EBAPE.BR; Vol. 19 Núm. 3 (2021); 524-537Cadernos EBAPE.BR; v. 19 n. 3 (2021); 524-5371679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/83370/79142https://periodicos.fgv.br/cadernosebape/article/view/83370/79143Henriques, Flávio MedeirosSuarez, Maribel Carvalhoinfo:eu-repo/semantics/openAccess2021-08-12T22:43:00Zoai:ojs.periodicos.fgv.br:article/83370Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:21.841605Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
¿Nostalgia como práctica? Releyendo la investi gación sobre la nostalgia en el campo del Marketing
Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing
title Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
spellingShingle Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
Henriques, Flávio Medeiros
Nostalgia
Practice Theories
Consumer Culture Theory
Nostalgia
Teorías de la práctica
Teoría de la cultura del consumidor
Nostalgia
Teorias da Prática
Consumer Culture Theory
title_short Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
title_full Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
title_fullStr Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
title_full_unstemmed Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
title_sort Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing
author Henriques, Flávio Medeiros
author_facet Henriques, Flávio Medeiros
Suarez, Maribel Carvalho
author_role author
author2 Suarez, Maribel Carvalho
author2_role author
dc.contributor.author.fl_str_mv Henriques, Flávio Medeiros
Suarez, Maribel Carvalho
dc.subject.por.fl_str_mv Nostalgia
Practice Theories
Consumer Culture Theory
Nostalgia
Teorías de la práctica
Teoría de la cultura del consumidor
Nostalgia
Teorias da Prática
Consumer Culture Theory
topic Nostalgia
Practice Theories
Consumer Culture Theory
Nostalgia
Teorías de la práctica
Teoría de la cultura del consumidor
Nostalgia
Teorias da Prática
Consumer Culture Theory
description Nostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-12
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/83370
10.1590/1679-395120200109
url https://periodicos.fgv.br/cadernosebape/article/view/83370
identifier_str_mv 10.1590/1679-395120200109
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/83370/79142
https://periodicos.fgv.br/cadernosebape/article/view/83370/79143
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 19 No. 3 (2021); 524-537
Cadernos EBAPE.BR; Vol. 19 Núm. 3 (2021); 524-537
Cadernos EBAPE.BR; v. 19 n. 3 (2021); 524-537
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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