perceived brand superiority of the defunct brand are significantly associated with brand resurrection movements. Nostalgia …Purpose There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical … role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors …

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of … of traditional antiseptic creams were undertaken via convenience sampling across India. Brand salience and nostalgia … played a significant role in influencing customer perceived value and brand loyalty as outcomes of the revitalization of …