EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS

EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS

Nostalgia refers to individuals' feeling oflonging for past periods and the emotional connection between people's past andpresent. Nostalgia proneness is very important in consumer preferences; it isseen that consumers who have nostalgia proneness reflect these characteristicsto their prod...

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Bibliographic Details
Main Authors: Alpaslan Yüce, Çağlar Samsa, Kamile Meriç
Format: Article
Language:English
Published: Mehmet Akif Ersoy University 2019-04-01
Series:Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Subjects:
nostalgia
brand
nostalgia proneness
consumer-based brand equity
eastern express
nostalji
marka
nostalji eğilimi
tüketici temelli marka değeri
doğu ekspresi
Online Access:https://dergipark.org.tr/en/download/article-file/704335

Internet

https://dergipark.org.tr/en/download/article-file/704335

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