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Emphasizing brand heritage : does it work? And how?

Rose, Gregory; Merchant, Altaf; Orth, Ulrich R.; … - In: Journal of business research : JBR 69 (2016) 2, pp. 936-943

Persistent link: https://www.econbiz.de/10011436369

Effects of advertising-evoked vicarious nostalgia on brand heritage

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....

Persistent link: https://www.econbiz.de/10011050079

Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India

Jain, Varsha; Merchant, Altaf; Roy, Subhadip; Ford, John B. - In: Journal of business research : JBR 99 (2019), pp. 140-156

Persistent link: https://www.econbiz.de/10012023587

Cognitive outcomes of brand heritage : a signaling perspective

Pecot, Fabien; Merchant, Altaf; Valette-Florence, Pierre; … - In: Journal of business research : JBR 85 (2018), pp. 304-316

Persistent link: https://www.econbiz.de/10011815553

The cross-cultural scale development process : the case of brand-evoked nostalgia in Belgium and the United States

Ford, John B.; Merchant, Altaf; Bartier, Anne-Laure; … - In: Journal of business research : JBR 83 (2018), pp. 19-29

Persistent link: https://www.econbiz.de/10011775861