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Nostalgia Marketing

Nostalgia Marketing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783031209130
Condition
New
Product Description

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.

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