Nostalgia May Not Work for Everyone: the Case of Innovative Consumers
In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, curre...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2017-05-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14195 |