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1、標題：TeachingOldBrsNewTricks:RetroBringtheRevivalofBrMeaning原文：Retrobrsarerelaunchedhisticalbrswithupdatedfeatures.Theauthsconducta“nographic“analysisoftwoprominentretrobrstheVolkswagenNewBeetleStarWars:EpisodeI—ThePhantom

2、MenacethatrevealstheimptanceofAllegy(brsty).Aura(bressence)Arcadia(idealizedcommunity)Antinomy(brparadox).RetrobrmeaningsarepredicatedonaUtopiancommunalelementanenliveningparadoxicalessence.Retrobrmanagementinvolvesanune

3、asycreativityoccasionallyclamousalliancebetweenproducersconsumers.Brextensiontheuseofanexistingbrnametointroduceanewproductservice(Keller19931998)isanimptantmarketingtacticthathasattractedconsiderableacademicinterest(e.g

4、.DesaiKeller2(X)2JohnLokenJoiner1998).Howeveranotherfmofbrextensionstrategyisgainingprominencerequiresurgentresearchattention.Manylongabonedbrshaverecentlybeenrevivedsuccessfullyrelaunched(Franklin2002Mitchell1999Wansink

5、1997)somuchsothatmarketersappearinthestofa“retrorevolution“inwhichrevivalsofoldbrstheirImagesareapowerfulmanagementoption(Brown2001).Theriseofretrobrsplacesmarketinginaninterestingconceptualquary.Ontheonehmarketersarecon

6、tinuallyremindedoftheneedfproductdifferentiationthattodaysmarketingenvironmentdemsstrongbridentitiesdecriesimitation(Aaker1996).Ontheotherhcontemparymarketsaresuffusedwithupdatedimitationssuchasretrobrsmanyofwhichareprov

7、ingenmouslypopular(Franklin2(X)2NaughtonVlasic1998Wansink1997).HowcanmarketingacademicspractitionersmakesenseofthisconceptualconundrumWhatarethecausesofretrobrproliferationHowdoretrobrshelpimproveunderstingofthemanagemen

8、tofbrmeaningsWhatdoretromemyevokeapowerfulsenseofthepast.HolbrookSchindler(198919941996)havedevelopeda“nostalgiapronenessscale“havetesteditinvariousmemyrichdomains(e.g.musicmoviesfashionmodelsclassiccars)amongdifferentde

9、mographiccohts.Penaloza(2(XX)p.105)notestheimptanceofexpingtheconceptionofhistyas“asourceofmarketvalue“aculturalmarkeroflegitimacyauthenticity.ThompsonJournalofMarketingVol.67(July2003)1933TeachingOldBrsNewTricks19PoUioL

10、ocer(1994)reptthatclassicbrsnotonlyembodythemalvaluesofcraftsmanshiplastingvaluebutalsoharkbacktoatimewhenthewldseemedsafermecomprehensiblemuchlesscommercial.Therearealsonumerousconferencepapersanalogousacademicanalyseso

11、ftherecentretrospectivepropensity(BakerKennedy1994Baumgartner1992Goulding19992000HavlenaHolak19911996Hirsch1992HolakHavlena1992RindfleischSprott2000Romanyshyn1989StevensBrownMaclaran1998).Althoughthereisarichmarketinglit

12、eratureonthemainspringsoftodaysnostalgiaboomthescholarlytouchstoneremainsDaviss(1979)muchciteddistinctionbetweenpersonalcommunalnostalgia.Thefmerisassociatedwithindividuallifecyclesaspeopleagetheyarewonttoreflectonthepal

13、mydaysoftheiryouth.Thelatterconverselyoccursatasocietallevelinthewakeofepochalchangesprecipitatedbywarsrevolutionsinvasionseconomicdislocationsenvironmentalcatastrophes.ThustheGreatDepressionofthe1930swasaccompaniedbyapr

14、ofoundlyretrospectiveperspective(Lears1994)thesocialturmoilofthelate1960striggeredthenostalgiaoutbreakofthe1970s(Schulman2001)thepostCommunistnewwldderoftheearly1990screatedconditionsconducivetothesubsequentriseofretro(L

15、eadbeater2002).Personalcommunalnostalgiaarecloselyintertwinednowheremesothaninmarketing.Longestablishedbrsevokenotonlyfmerepochsbutalsofmerselves.Oldbrsservetobindconsumerstotheirpaststothecommunitiesthatsharedthosebrs.A

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