The impact of nostalgic emotion on brand trust and brand attachment

Volume: 31, Issue: 4, Pages: 1118 - 1137
Published: May 10, 2019
Abstract
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...
Paper Details
Title
The impact of nostalgic emotion on brand trust and brand attachment
Published Date
May 10, 2019
Volume
31
Issue
4
Pages
1118 - 1137
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