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Keywords: Brand spokes-characters
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (1): 185–205.
Published: 20 July 2023
...Huanshu Jiang; Jiaoju Ge; Jie Yao Purpose Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two...
