Rana, Sudhir; Raut, Sachin Kumar; Prashar, Sanjeev; … - In: International Journal of Organizational Analysis 30 (2020) 4, pp. 899-932
Purpose: The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and...