Merchant, Altaf; Rose, Gregory M. - In: Journal of Business Research 66 (2013) 12, pp. 2619-2625
Why do people feel emotional attachment to events occurring before they were born? This paper examines ad-evoked vicarious nostalgia‐induced longing for a time period that an individual did not live through. Vicarious nostalgia impacts brand heritage and leads to stronger brand attachment....
