First Steps Towards Conceptualization and Measurement of Consumers’ Perceptions of the Nostalgia Aroused By Brands

Nostalgia evoked by brands is at the forefront of contemporary marketing theory and practice. To date, little attention has been paid to understanding the consumers’ perceptions of the nostalgia aroused by brands. This article outlines research designed to conceptualize, develop, and validate a new scale to measure brand nostalgia.



Citation:

Anne-Laure Bartier and Mike Friedman (2013) ,"First Steps Towards Conceptualization and Measurement of Consumers’ Perceptions of the Nostalgia Aroused By Brands", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 338-338.

Authors

Anne-Laure Bartier, UCL/Louvain School of Management, Belgium
Mike Friedman, UCL Mons/Louvain School of Management, Belgium



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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