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/).

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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  -