Emotional connections to objects as shown through collecting behaviour: The role of ardour

• The value of this research resides on the introduction of ardour, a new construct that enhances the retro branding model.
• Studying the collection of inexpensive objects, where motivation is not financial.
• Opening a new research avenue for studying collecting behaviour.
• A very rich use of informants’ quotes that bring data analysis to life.

Above and beyond the casual relationships that are present with everyday consumption, collected objects that are consciously and purposely chosen indicate that a relationship exists between individuals and the objects. Drawing on in-depth interviews conducted with collectors who share a strong interest in what could be considered, in a monetary sense, low value objects, this research finds that culture and its presence in society play a strong role on influencing collecting decisions and can determine what objects hold more meaning than others.Compared to a framework consisting of four retro-branding constructs of allegory (brand story), aura (brand essence), arcadia (idealised community), and antinomy (brand paradox) (Brown et al., 2003), data reveal that an additional construct, which is termed ardour, could be added. Ardour greater construes the passion and enthusiasm that collectors feel for a brand, principally because of its relation to their own country, through the symbolism of the designs, and essentially the brand’s ethos.

Chinese Abstract经过有意识且精心挑选而收藏的物品，已经超越了日常消费的因果关系，显示出收藏者与收藏物品之间存在一定的联系。通过深入访谈收集低货币价值物品的收藏爱好者，本研究发现，文化及其社会存在形式对收藏决策有重要的影响作用，并且决定哪些物品更有收藏价值。相较于4A品牌意义复活框架，即品牌故事(Allegory)、品牌精髓(Aura)、理想社群(Arcadia)和品牌悖论(Antinomy)，本文数据显示，这一框架还可增加一项因素，即执着。执着的情感，使得收藏者对某个品牌拥有更大的热情和激情，主要是因为这一品牌设计的象征意义及其品牌精神与收藏者的本土国家有着关联。