EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS
Nostalgia refers to individuals' feeling oflonging for past periods and the emotional connection between people's past andpresent. Nostalgia proneness is very important in consumer preferences; it isseen that consumers who have nostalgia proneness reflect these characteristicsto their prod...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Mehmet Akif Ersoy University
2019-04-01
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| Series: | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/en/download/article-file/704335 |
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