Effects of advertising-evoked vicarious nostalgia on brand heritage
Year of publication: |
2013
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Authors: | Merchant, Altaf ; Rose, Gregory |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 66.2013, 12, p. 2619-2625
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Subject: | Nostalgia | Brands | Brand heritage | Advertising | Markenführung | Brand management | Werbewirkung | Advertising effects | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbung | Kulturgüter | Cultural heritage | Marketingmanagement | Marketing management | Markenartikel | Brand |
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