PSYCHOLOGICAL DISTANCE IN THE DIASPORA MARKETING OF NOSTALGIC PRODUCTS: AVENEZUELAN CASE; [Distância psicológica no marketing de produtos nostálgicos para comunidades em diáspora: O caso venezuelano]

Palomino-Tamayo W.; Saksanian M.C.; Regalado-Pezúa O. · RAE Revista de Administracao de Empresas (2022) · DOI: 10.1590/s0034-759020220103

Resumen

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 onehost country. This research contributes toward a greater understanding of diaspora buying behavior using the construal leveltheory, specifically regarding the purchase of nostalgic products and services, examining the case of Venezuelan diaspora inthe broader international context of five host countries: Colombia, Peru, Chile, Ecuador, and Panama Another contribution is theuse of e-WOM metrics derived from advertising posts on Instagram. The results show that diaspora consumers in host countriesthat have higher levels of individualism, less masculinity, and are further geographically from their homeland seek to consumegreater amounts of nostalgic products © RAE

Instituciones: Universidad ESAN