Wen, Tao; Qin, Tong; Liu, Raymond R. - In: Asia Pacific Journal of Marketing and Logistics 31 (2019) 4, pp. 1118-1137
Purpose: The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach: The paper uses the approach of the empirical...