Assessing the revival potential of brands from the past: How relevant is nostalgia in retro branding strategies?
Year of publication: |
2012
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Authors: | Cattaneo, Eleonora ; Guerini, Carolina |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 20981326. - Vol. 19.2012, 8 (27.6.), p. 680-688
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