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Showing 1 to 2 of 2 for “"Brand Heritage"”.
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The Framing of CSR Messages and how they are interlinked with Brand Heritage and Authenticity for selected UK Grocery Retailers.
… corporate social responsibility (CSR) values in brand communications is difficult to get right. In particular, limited prior research has examined the evolving nature of CSR and how it is enacted within brand heritage and authenticity. In addressing this gap, this research examines the CSR …
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Centennial Brand Heritage: Exploring How the Dynamic of Nostalgia Drives Trust, Satisfaction, Commitment, and Control Mutuality in Gen Z's Consumer Brand Relationships
Centennial brands, with a history spanning over a hundred years, continue to foster strong consumer-brand relationships despite evolving consumer behaviors and technological advancements. This dissertation explores the critical role of nostalgia in shaping and sustaining consumer-brand …