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Keywords: Nostalgia proneness
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Journal Articles
Blending the past and present in a retro branded music concert: the impact of nostalgia proneness
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Journal of Product & Brand Management (2018) 27 (5): 484–497.
Published: 01 November 2018
...Damien Hallegatte; Myriam Ertz; François Marticotte Purpose Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry...
