Brand Trust Scale

Published on Mar 11, 2019
· DOI :10.1037/T69943-000
Elena Delgado-Ballester17
Estimated H-index: 17
Jose Luis Munuera-Alemán7
Estimated H-index: 7
María Jesús Yagüe-Guillén1
Estimated H-index: 1
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1 Author (R.R.O. Asiedu)
Cited By1
Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nost...
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