新西兰的澳新军团护士:为21世纪的需要将大战市场化

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2021-06-14 DOI:10.1108/jhrm-09-2020-0040

Jayne Krisjanous, C. Hallett

{"title":"新西兰的澳新军团护士:为21世纪的需要将大战市场化","authors":"Jayne Krisjanous, C. Hallett","doi":"10.1108/jhrm-09-2020-0040","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander.\n\n\nDesign/methodology/approach\nA historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand.\n\n\nFindings\nToday the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization.\n\n\nOriginality/value\nTo date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.\n","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2021-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit\",\"authors\":\"Jayne Krisjanous, C. Hallett\",\"doi\":\"10.1108/jhrm-09-2020-0040\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThe aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander.\\n\\n\\nDesign/methodology/approach\\nA historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand.\\n\\n\\nFindings\\nToday the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization.\\n\\n\\nOriginality/value\\nTo date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.\\n\",\"PeriodicalId\":44447,\"journal\":{\"name\":\"Journal of Historical Research in Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2021-06-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Historical Research in Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jhrm-09-2020-0040\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Historical Research in Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jhrm-09-2020-0040","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 1

摘要

目的本文的目的是展示一个被包装成标志性遗产文化品牌的历史事件如何随着时间的推移而被市场化和修改，以通过与现代观众更紧密地结合的故事和联想来确保品牌的寿命和持续的情感承诺和忠诚度。作者通过考察新西兰第一次世界大战护士对当今观众的市场化来做到这一点。研究的时期是第一次世界大战（1914–1918），然后是现代。第一次世界大战期间，新西兰陆军护理服务局（NZANS）作为澳大利亚和新西兰陆军公司（ANZAC）的关键角色，以前很少受到关注。如今，澳新军团被视为新西兰国家观念诞生的关键，也是一个标志性的遗产文化品牌。澳新军团的历史和传说在新西兰文化中发挥着重要作用，是“澳新精神”的基础，“澳新精神是新西兰人的象征。设计/方法/方法采用历史案例研究方法。数据的主要来源是1914年至1918年，包括同期文章和个人作品：日记、信件和出版的回忆录。更多的当代作品构成了市场化讨论的基础，因为它与NZANS有关。文章首先介绍了概念框架，然后介绍了安扎克品牌的发展，以及NZANS的历史及其在第一次世界大战中的作用，然后讨论了这项护理服务的市场化，将其作为Anzac/Anzac品牌的一部分。发现今天，一战新西兰护士的故事，以前很少听到，现在已经被采纳，并越来越多地被融合为安扎克故事的一个组成部分。作为故事的一部分，新西兰人在第一次世界大战期间的历史今天有很多代理，在其中发挥了许多作用，并为市场化提供了宝贵的杠杆。原创性/价值迄今为止，很少有市场分析来考察历史的市场化。通过将新西兰一战护理作为安扎克故事的贡献者，作者们有助于理解营销人员如何通过维持和重塑文化品牌来包装和现代化历史，以吸引观众。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

Purpose The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander. Design/methodology/approach A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand. Findings Today the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization. Originality/value To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.