Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Varsha Jain, Altaf Merchant, Subhadip Roy, John B. Ford
| Year of publication: |
2019
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|---|---|
| Authors: | Jain, Varsha ; Merchant, Altaf ; Roy, Subhadip ; Ford, John B. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 99.2019, p. 140-156
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| Subject: | Nostalgia | Advertising | India | Emerging market | Collectivism | Scale development | Indien | Schwellenländer | Emerging economies | Werbung | Geschichte | History | Konsumentenverhalten | Consumer behaviour | Kollektivismus | Messung | Measurement | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.02.039 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012023587