Determinants of brand resurrection movements : why consumers want dead brands back?
Year of publication: |
2017
|
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Authors: | Davari, Arezoo ; Iyer, Pramod ; Guzman, Francisco |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 11/12, p. 1896-1917
|
Subject: | Nostalgia | Brand resurrection movement | Functional utility | Perceived brand superiority | Social-adjustive utility | Value-expressive utility | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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