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Keywords: Retro marketing
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Journal Articles
Blending the past and present in a retro branded music concert: the impact of nostalgia proneness
Available to Purchase
Journal of Product & Brand Management (2018) 27 (5): 484–497.
Published: 01 November 2018
... toward a retro brand? Retro marketing is distinct from conventional marketing and subdivides into three categories: retroization marketing, brand revitalization and retro branding (Hallegatte, 2014). Word of mouth Intentions Willingness to pay Nostalgia proneness Retro branding Retro...
