Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
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DOI: 10.1016/j.jbusres.2019.02.039
Abstract: Abstract Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. In the present study, we… read more here.
Keywords: scale measure; measure evoked; emic scale; evoked nostalgia ... See more keywords