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Keywords: Nostalgic brand
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Journal Articles
Journal of Product & Brand Management (2026) 35 (1): 33–44.
Published: 26 September 2025
...Chunqu Xiao; Chenyu Wang; Yayu Zhou Purpose An appropriate logo design is an important concern for managers of existing nostalgic brands that face challenges in balancing logo innovation with nostalgic brand image preservation or of brands aspiring to transition into nostalgic brands. However...
Includes: Supplementary data
