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Keywords: Brand-self connection
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Journal Articles
International Journal of Contemporary Hospitality Management (2019) 31 (2): 691–717.
Published: 15 January 2019
... positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively...
