How nostalgic brand positioning shapes brand equity : differences between emerging and developed markets
Martin Heinberg, Constantine S. Katsikeas, H. Erkan Ozkaya, Markus Taube
| Year of publication: |
2020
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|---|---|
| Authors: | Heinberg, Martin ; Katsikeas, Constantine S. ; Ozkaya, H. Erkan ; Taube, Markus |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 48.2020, 5, p. 869-890
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| Subject: | Nostalgic brand positioning | Brand equity | Emerging market | Innovation | Multilevel modeling | Markenführung | Brand management | Markenimage | Brand image | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00637-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012301292