Consumers’ Cultural Identity and Marketing of Derivatives of Intangible Cultural Heritage
- DOI
- 10.2991/iccessh-18.2018.298How to use a DOI?
- Keywords
- cultural identity; derivatives of intangible cultural heritage; marketing
- Abstract
Cultural identity refers to an affirmative and positive evaluation in attitude towards cultural elements. In the age of emotional consumption, whether derivatives of intangible cultural heritage can obtain consumers’ cultural identity will be crucial for the better integration of it in the daily life of the general public. Derivatives of intangible cultural heritage are social, regional, symbolic and cultural and have the congenital advantages of obtaining consumers’ cultural identity. How to transform the product superiority into marketing advantage will have an important realistic value for the popularization of derivatives of intangible cultural heritage. Consumers’ cultural identity possesses four dimensions, namely product cognition, group affiliation, emotional commitment and cultural self-esteem. Specific marketing measures can be developed correspondingly according to the characteristics of derivatives of intangible cultural heritage.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yijun Huang AU - Qinghua Lyu PY - 2018/07 DA - 2018/07 TI - Consumers’ Cultural Identity and Marketing of Derivatives of Intangible Cultural Heritage BT - Proceedings of the 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018) PB - Atlantis Press SP - 1369 EP - 1373 SN - 2352-5398 UR - https://doi.org/10.2991/iccessh-18.2018.298 DO - 10.2991/iccessh-18.2018.298 ID - Huang2018/07 ER -