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Title
Abstract
Figures
Introduction
Research Methodology
Results
Summary
Discussion
Semiotic Analysis of Nostalgia
References
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Business and Management
Marketing

A semiotic analysis of nostalgia as a connection to the past

Profile image of Elyette RouxElyette Roux

2008, Qualitative Market Research: An International Journal

https://doi.org/10.1108/13522750810864440
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Abstract

... associated with magical meanings, thus re-enchanting a disenchanted world (Mauss, 1902 ... Csikszentmihalyi, M., Rochberg-Halton, E. (1981), The Meaning of Things: Domestic ... a reconceptualization within the framework of consumer-brand relationships", International Journal ...

Figures (5)
Ll” Our research attempts to grasp these differences. A semiotic analysis of nostalgia can be justified as follows: on one hand, most studies are American and their findings may be considered as culturally bound (Holbrook and Schindler, 1994). In France, emphasis has recently been put on consumer “nostalgia proneness” scales (Boulbry, 2003; Perrusson, 2003). As a consequence, if the meaning of nostalgia is related to a
Ll” Our research attempts to grasp these differences. A semiotic analysis of nostalgia can be justified as follows: on one hand, most studies are American and their findings may be considered as culturally bound (Holbrook and Schindler, 1994). In France, emphasis has recently been put on consumer “nostalgia proneness” scales (Boulbry, 2003; Perrusson, 2003). As a consequence, if the meaning of nostalgia is related to a
The reliability and validity of retrospective data have been put into question (Golden, 1992). Even if self-reporting is a key source of information in consumer research, it is highly context-dependent (Schwarz, 2003) and may be attributable to faulty memory or attempts to cast past behaviour in a positive light (Golden, 1992). However, as Miller et al. (1997) suggest, retrospective reporting is a viable research methodology if the method used to generate the reports is adequately reliable and valid. It is for this reason that our analysis involves a two-stage process. Using Yin’s (1994) criteria for judging the quality of research design, we compared the data from two series of interviews of the same population. Following Aunger (1995), Wilk (2001) suggest that different types of inquiry can be used sequentially or cyclically in the same research project in order to draw on the strengths of each type. Using multiple perspectives can lead to a unitary truth; the different methods being additive and acting as triangulation or convergence on the “right” answer (Wilk, 2001; Lincoln and Guba, 2003)
The reliability and validity of retrospective data have been put into question (Golden, 1992). Even if self-reporting is a key source of information in consumer research, it is highly context-dependent (Schwarz, 2003) and may be attributable to faulty memory or attempts to cast past behaviour in a positive light (Golden, 1992). However, as Miller et al. (1997) suggest, retrospective reporting is a viable research methodology if the method used to generate the reports is adequately reliable and valid. It is for this reason that our analysis involves a two-stage process. Using Yin’s (1994) criteria for judging the quality of research design, we compared the data from two series of interviews of the same population. Following Aunger (1995), Wilk (2001) suggest that different types of inquiry can be used sequentially or cyclically in the same research project in order to draw on the strengths of each type. Using multiple perspectives can lead to a unitary truth; the different methods being additive and acting as triangulation or convergence on the “right” answer (Wilk, 2001; Lincoln and Guba, 2003)

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  109. Appendix. Interview guides T1 interview guide ( July-August 2005) consumer behaviour. Aure ´lie Kessous is the corresponding author and can be contacted at: aurelie.kessous@iae-aix.com Elyette Roux is currently a Professor of Marketing at IAE Business School in Aix-en-Provence, University Paul Cezanne. A pioneer in Luxury Brand Management, since the early 1990s, she has been appointed the first Louis Vuitton-Moe ¨t Hennessy Professor of Brand Management at Essec Business School (1991-2004) and Chairman of the International MBA in Luxury Brand Management (1996-2004). Her research focuses mainly on the analysis and the management of brand identity, using semiotic approaches. She has written reference books and numerous articles for French and foreign academic journals. QMRIJ 11,2 212 To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints

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