The Nostalgia Effect on Brands Across Gen X and Gen Z
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DOI: 10.1080/08911762.2025.2493239
Abstract: Abstract This research examines the relationship between nostalgia and brand awareness, and the impact on brand image, purchase intention and willingness to pay when dealing with nostalgic brands versus non-nostalgic brands. Through an experiment involving… read more here.
Keywords: nostalgic brands; brand; gen gen; willingness pay ... See more keywords