It Reminds Me of My Happy Childhood: The Influence of a Brand Logo’s Holiday Atmosphere on Merchandise-Related Nostalgic Preference
The holiday atmosphere abounds in marketing campaigns. The present research examines how the holiday atmosphere of a brand logo influences consumers’ merchandise-related nostalgic preference. Across three studies, the authors find that when consumers are exposed to brand logos with a strong (vs. wea...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-07-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/17/3/52 |