The role of nostalgic brand positioning in capturing brand equity : theoretical extension and analysis
Year of publication: |
2022
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Authors: | Gilal, Rukhsana Gul ; Gilal, Naeem Gul ; Gilal, Faheem Gul ; Gong, Zhenxing |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 46.2022, 1, p. 161-181
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Subject: | brand equity | brand innovativeness | brand passion | construal level theory | nostalgic brand positioning | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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