Effects of brand spokes-characters with personal and historical nostalgia on brand attitude : evidence from Generation Z consumers in China
Huanshu Jiang, Jiaoju Ge and Jie Yao
| Year of publication: |
2024
|
|---|---|
| Authors: | Jiang, Huanshu ; Ge, Jiaoju ; Yao, Jie |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 1, p. 185-205
|
| Subject: | Brand attitude | Brand spokes-characters | Historical nostalgia | Personal nostalgia | Konsumentenverhalten | Consumer behaviour | China | Markenführung | Brand management | Markenimage | Brand image | Werbewirkung | Advertising effects | Geschichte | History | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-11-2022-0944 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486676