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Assist. Eman Salah El Sayed Abdo Ramadan :: Publications:

Marketing Cultural Jewelry Products: A Case Study on Egyptian Cultural Product Designs
Authors: Eman Ramadan, and Yu Wu
Year: 2022
Keywords: Marketing · Cultural products · Consumers · Ancient Egyptian culture · Jewelry
Journal: International Conference on Human-Computer Interaction
Volume: 13314
Issue: 978-3-031-06052-6
Pages: 106–124
Publisher: Springer
Local/International: International
Paper Link:
Full paper Eman Salah El Sayed Abdo Ramadan_Ramadan-Wu2022_Chapter_MarketingCulturalJewelryProduc.pdf
Supplementary materials Not Available

The word marketing seems closer to the world of economics and the world of commerce, industry, and business. However, this word can be associated with the world of culture and creativity, and creative cultural industries. Marketing and promoting commercial goods are close to culture marketing and transforming them into high-value products. This article discusses cultural products and their creation and cultural products related to marketing. The article deals with the following topics: the nature of cultural products and cultural production, the preservation of identity through cultural products and their marketing, the effects of cultural production processes for marketing aspects, and the study of how designs affect consumers’ attitudes towards shopping for cultural products and the intention to buy, as it appears that individuals have particular drawings of cultural creativity, especially those related to the originality of the product and the origins of the product. This constitutes an important target market for the sale of cultural products, as the product characteristics and cultural features were one of the crucial factors affecting the positive attitude toward shopping for cultural products. This study places marketing as a context and framework for a system of cultural production. We chose jewelry products inspired by Egyptian patterns as a case study. On this basis, we have addressed the following central question, to what extent can cultural marketing save cultural products from the danger of demise?

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