The impact of nostalgia on brand resurrection and iconness : the importance of being local
Year of publication: |
2023
|
---|---|
Authors: | Gonzalez-Cavazos, Beatriz ; Quintanilla, Claudia ; Ayala, Edgardo |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 36.2023, 5, p. 396-416
|
Subject: | brand iconness | Brand resurrection | e-WOM | nostalgic brand positioning | purchase intention | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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