Khoshghadam, Leila; Kordrostami, Elika; Liu-Thompkins, … - In: European Journal of Marketing 53 (2019) 3, pp. 524-544
PurposeThis paper aims to examine the role of life satisfaction in consumers’ reaction to nostalgic music in an advertisement in terms of attitude toward the brand and purchase intention. It suggests that life satisfaction forms the lens through which individuals interpret and reconstruct past...