The role of nostalgic brand positioning in capturing brand equity : theoretical extension and analysis
Rukhsana Gul Gilal, Naeem Gul Gilal, Faheem Gul Gilal, Zhenxing Gong
| Year of publication: |
2022
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|---|---|
| Authors: | Gilal, Rukhsana Gul ; Gilal, Naeem Gul ; Gilal, Faheem Gul ; Gong, Zhenxing |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 46.2022, 1, p. 161-181
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| Subject: | brand equity | brand innovativeness | brand passion | construal level theory | nostalgic brand positioning | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12653 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012808003