¿Nostalgia como práctica? Releyendo la investi gación sobre la nostalgia en el campo del Marketing
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Resumen
La nostalgia es un poderoso recurso de Marketing y ha ido introduciendo nuevas formas y dinámicas en la escena contemporánea que desafían sus interpretaciones clásicas. Teniendo en cuenta que se ha cuestionado la comprensión del fenómeno del consumo, cabe preguntarse si las explicaciones actuales sobre nostalgia explican adecuadamente el fenómeno en el contexto del consumo. Así, el objetivo de este trabajo es reflexionar y proponer nuevas posibilidades para investigar el fenómeno de la nostalgia en el campo del Marketing desde las teorías de la práctica. El artículo presenta dos aportes principales: al revisar la literatura sobre la nostalgia en el campo, organiza conceptualmente la investigación en dos enfoques, el sentimental y el cultural. Finalmente, el trabajo también reflexiona sobre las posibilidades de reinterpretar la investigación de la nostalgia desde las teorías de la práctica.
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