Kessous, Aurélie; Roux, Elyette - In: Qualitative Market Research: An International Journal 11 (2008) 2, pp. 192-212
Purpose – Based on Greimas' contributions in 2002 and on qualitative research, this paper aims to focus on a semiotic analysis of the meaning of nostalgia related to products and brands. Design/methodology/approach – This paper involves a two‐stage interview process. Informants were...