The Impact of Brand Nostalgia on Purchase Intention among Gen Y
In many cases, a brand’s past positively influences a consumer’s attitudes, preferences and ultimately brand choice. Nevertheless, the psychographic profile of Gen Y, viz. people born between the early 1980s and the turn of the millennium, raises the question whether personal and historical memories...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
The Bucharest University of Economic Studies Publishing House
2020-08-01
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| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2020/ETIMM_V01_2020_55.pdf |
