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https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/8075
Title: | The Impact of Nostalgia Proneness and Need for Uniqueness on Consumer Perceptions of Historical Branding Strategies |
Authors: | Mary R. Zimmer Sheniqua K. Little |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | This exploratory study examines the impact of two personality traits on consumer perceptions of historical branding strategies. The results of this study suggest that perceived quality and brand image perceptions are influenced by consumers' levels of nostalgia proneness and need for uniqueness, under certain circumstances. Therefore, historical branding strategies are likely to appeal to a segment of consumers beyond the tum of the century. Future research is suggested to better understand the interaction of the two personality traits. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8075 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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THE IMPACT OF NOSTALGIA PRONENESS AND NEED.pdf Restricted Access | 5.12 MB | Adobe PDF | View/Open Request a copy |
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