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Showing 1 to 1 of 1 for “"Brand Nostalgia"”.

  1. WHAT DID YOU DO TO MY BRAND? THE MODERATING EFFECT OF BRAND NOSTALGIA ON CONSUMER RESPONSES TO CHANGED BRANDS

    Shields, Alison B.Kent State University2013

    Marketers often make changes to brands to make the brand seem current or exciting. Some updates are successful while others are spectacular failures. This dissertation establishes a connection between consumer acceptance or rejection of updated brands and the consumer’s reported brand nostalgia. In …

    ohiolink Repository record