Sorbello, A., & Karsaklian, E.
(2016). The Multidimensionality of Identities and Emotional Engagement: The
Case of Italian Week in Australia. International
Journal of Strategic Management, Volume 16(Issue 1), pp.105-119.
May 16, 2016
Abstract
Consumer Identification has been extensively
studied as being a condition for creation of communities and for shaping
consumption patterns. However, no research has been conducted to explore the
effects of experiential meaning on consumer identification and their consequent
emotional engagement in Festivals. We outline a model for emotional engagement
(The Emotional Engagement Model – TEEM) which provides a general framework to
understand the impact of experiential meaning in stimulating consumer identification
with the culture. A qualitative study generated key factors leading respondents
to establish emotional engagement with Italian culture which were then used in
an online survey. Our results demonstrate the ability of Italian Week in
creating emotional engagement thanks to the fusion of three different types of
identification – self, social and cultural – which we called Multidimensional
ID.
Key words: Cultural
Festival, Emotional Engagement, Consumer Behaviour, Consumer Identification,
Experiential meaning
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