Tripathi, Vibhuti; Chandra, Tarunija - In: The journal of business and economic studies 26 (2023) 2, pp. 72-108
The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...
