Assessing the revival potential of brands from the past : how relevant is nostalgia in retro branding strategies?
Year of publication: |
2012
|
---|---|
Authors: | Cattaneo, Eleonora ; Guerini, Carolina |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 19.2011/12, 8, p. 680-687
|
Subject: | Markenführung | Brand management | Emotion | Produktgestaltung | Product design |
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