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Keywords: Nostalgic advertising
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Journal Articles
Journal of Product & Brand Management (2024) 33 (7): 869–887.
Published: 30 July 2024
...Silvia Grappi; Veronique Pauwels; Giuseppe Pedeliento; Lia Zarantonello Purpose This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia...
