Search results

Improvement of the environment quality and human development has become the main focus of modern urban development. Micro-renewal is a relatively people-oriented model of urban transformation compared with traditional renewal modes. To improve the theoretical system of neighborhood micro-renewal from a microcosmic perspective, a comprehensive analysis of neighborhood residents' cognition is needed. The purpose of the study is to explore the possibilities and methods of applying gene theory into the study of neighborhood micro-renewal.

According to the meme theory, the research explores the genetic analysis of neighborhood micro-renewal. The cross-over studies with “gene theory” from natural science to social science are analyzed and the neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, the concept of neighborhood “micro-renewal gene” was put forward. Finally, the authors show three application scenarios of public participation with a specific neighborhood micro-renewal project.

The cross research on urban studies with gene theory could be divided into three scales and four research fields. The characteristics of carrying out neighborhood micro-renewal in China could be summarized as micro-participants and micro-objects. Residents' cognition could be considered as “micro-renewal gene” in refer to meme theory. The application scenarios of introducing “micro-renewal gene” into the study of neighborhood renewal are of great potentialities.

Neighborhood micro-renewal system was constructed from the perspective of micro-participants and micro-objects. Moreover, neighborhood “micro-renewal gene” was proposed and applied into the study of this system in refer to meme theory.

Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.

An experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.

The results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.

This study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.