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Keywords: Experiential marketing
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 686–700.
Published: 24 February 2026
... of general nostalgia continues to gain traction in marketing theory, particularly experiential marketing. However, this study connects the idealisation of the past with attitudes to conscious consumption, a connection yet to be made in studies on historical nostalgia. In addition, this research leads...
