How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets
Crossref DOI link: https://doi.org/10.1007/s11747-019-00637-x
Published Online: 2019-02-26
Published Print: 2020-09
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Heinberg, Martin
Katsikeas, Constantine S.
Ozkaya, H. Erkan
Taube, Markus
Funding for this research was provided by:
University of Leeds
Text and Data Mining valid from 2019-02-26
Version of Record valid from 2019-02-26
Article History
Received: 14 August 2018
Accepted: 1 February 2019
First Online: 26 February 2019