Selling the past. The use of history as a marketing strategy in Spain, 1900-1980
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Título: | Selling the past. The use of history as a marketing strategy in Spain, 1900-1980 |
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Autor/es: | Miranda Encarnación, José Antonio | Ruiz Moreno, Felipe |
Grupo/s de investigación o GITE: | Historia e Instituciones Económicas (HIE) | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Análisis Económico Aplicado | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Branding strategy | Brands | Business History | Historical myths | Marketing | Nationalism | Spain | 20th century | Trademarks | Use of history |
Área/s de conocimiento: | Historia e Instituciones Económicas | Comercialización e Investigación de Mercados |
Fecha de publicación: | 5-feb-2020 |
Editor: | Routledge |
Cita bibliográfica: | Business History. 2022, 64(3): 491-510. https://doi.org/10.1080/00076791.2020.1717473 |
Resumen: | History can represent an effective marketing resource because it can establish an emotional relationship with consumers. This article examines trademark applications in order to show how Spanish companies used the past in their branding strategy during the twentieth century. The article analyses which historical themes were used the most, over which periods, for what types of products and services and according to which Spanish regions. The study indicates that this commercial use of the past was closely linked to the spread of Spanish nationalism. Brands try to connect emotionally with consumers by evoking historical national myths and, therefore, their use increased during the periods of intensive nationalist expression. |
Patrocinador/es: | This work was supported by the Ministry of Economy and Competitiveness of the Government of Spain and the European Regional Development Fund under Grants HAR2015-64769-P and PGC2018-093896-B-I00. |
URI: | http://hdl.handle.net/10045/115119 |
ISSN: | 0007-6791 (Print) | 1743-7938 (Online) |
DOI: | 10.1080/00076791.2020.1717473 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2020 Informa UK Limited, trading as Taylor & Francis Group |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1080/00076791.2020.1717473 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas INV - Historia e Instituciones Económicas - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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Miranda_Ruiz-Moreno_2022_BusinessHistory_final.pdf | Versión final (acceso restringido) | 1,29 MB | Adobe PDF | Abrir Solicitar una copia |
Miranda_Ruiz-Moreno_2022_BusinessHistory_accepted.pdf | Accepted Manuscript (acceso abierto) | 394,71 kB | Adobe PDF | Abrir Vista previa |
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