How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Heinberg, M orcid.org/0000-0003-2850-1862, Katsikeas, CS orcid.org/0000-0002-8748-6829, Ozkaya, HE et al. (1 more author) (2019) How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of Marketing Science. ISSN 0092-0703

Abstract

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Copyright, Publisher and Additional Information: © 2019, The Author(s). This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Keywords: Nostalgic brand positioning; Brand equity; Emerging market; Innovation; Multilevel modeling
Dates:
  • Accepted: 1 February 2019
  • Published (online): 26 February 2019
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 06 Feb 2019 15:50
Last Modified: 01 Apr 2019 10:00
Status: Published online
Publisher: Springer
Identification Number: https://doi.org/10.1007/s11747-019-00637-x

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