Nostalgic advertising in India: a content analysis of Indian TV advertisements
Year of publication: |
2017
|
---|---|
Authors: | Srivastava, Ekta ; Maheswarappa, Satish Sasalu ; Sivakumaran, Bharadhwaj |
Published in: |
Asia Pacific Journal of Marketing and Logistics. - Emerald Publishing Limited, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 29.2017, 1, p. 47-69
|
Publisher: |
Emerald Publishing Limited |
Subject: | ELM | Content analysis | Emotional appeal | Nostalgic advertising | Resource matching hypothesis | Television ads |
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