Tradition is live and alive! the consumer experience in São João Festival in Campina Grande, Paraíba State

Autores

DOI:

https://doi.org/10.5585/2025.28482

Palavras-chave:

São João, Campina Grande, consumer experience, tradition, phenomenology

Resumo

Objective: The aim of the current article is to describe the consumer experience at the traditional São João Festival, in Campina Grande, Paraíba State.

Method: Interpretative Phenomenological Analysis was adopted as method, in association with theoretical elements available at the Consumer Experience literature.

Results: Description highlighted four experiences as narratives comprising consumers’ reactions to the event: “Meeting an old friend again”, which is focused on affection to tradition; “Time to celebrate”, which is based on the existing bohemia;  “A northeastern feeling”, which is centered on local culture affirmation; and “It is no longer done like it was before…”, which expresses the critical tone facing traditions’ mutation.

Contributions: The current study provides a sophisticated understanding about this experience, based on the Consumer Experience literature and on IPA application.

Relevance: Innovative practical impact on both the involved public and private organizations. Socio-historical relevance as record of cultural manifestation featured by great popular engagement. Approach adopted to produce unique psychological descriptions about how people enjoy this festival. It was possible to understand nostalgic, pleasurable and identity-forming mechanisms shaping the experience with the event, among others.

Social or managerial implications: Results make consumer experience innovation insights possible and are also a register of a high cultural-relevance event.

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Biografia do Autor

Rodrigo César Tavares Cavalcanti, Federal University of Pernambuco (UFPE), Recife, PE, Brazil

Professor na Universidade Federal de Pernambuco (UFPE). Doutor, mestre e graduado em Administração pela mesma instituição. Membro do Programa de Pós-Graduação em Gestão, Inovação e Consumo (PPGIC).

Mariana Patrícia de Lima, Federal University of Pernambuco (UFPE), Caruaru, PE, Brazil

Mestre em Gestão, Inovação e Consumo e graduada em Administração, ambas formações pela Universidade Federal de Pernambuco (UFPE). Graduação em Administração pela UFPE.

Karina De Sousa Marques, Federal University of Pernambuco (UFPE), Caruaru, PE, Brazil

Mestra pela Universidade Federal de Pernambuco, Programa de Pós-Graduação em Gestão, Inovação e Consumo (PPGIC/UFPE). Graduação em Administração (UFPE).

Joalline Carla Alves do Nascimento, Federal University of Pernambuco (UFPE), Caruaru, PE, Brazil

Mestra pelo Programa de Pós-Graduação em Gestão, Inovação e Consumo, da Universidade Federal de Pernambuco (UFPE). Bacharel em Jornalismo (Unifavip).

Adriana Maria de Oliveira, Federal University of Pernambuco (UFPE), Caruaru, PE, Brazil

Mestra pela Universidade Federal de Pernambuco, Programa de Pós-Graduação em Gestão, Inovação e Consumo (PPGIC/UFPE). Bacharel em Administração (FAFICA).

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11-04-2025

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Cavalcanti, R. C. T., Lima, M. P. de, Marques, K. D. S., Nascimento, J. C. A. do, & Oliveira, A. M. de. (2025). Tradition is live and alive! the consumer experience in São João Festival in Campina Grande, Paraíba State. ReMark - Revista Brasileira De Marketing, 24(2), e28482. https://doi.org/10.5585/2025.28482

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