Assessing the revival potential of brands from the past: How relevant is nostalgia in retro branding strategies?

Author:

Cattaneo Eleonora,Guerini Carolina

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference27 articles.

1. Aaker, D.A. (1996) Building Strong Brands. New York: Free Press.

2. Anderson, J.R. and Bower, G.H. (1973) Human Associative Memory. Washington, DC: Winston & Sons.

3. Baker, S.M. and Kennedy, P.F. (1994) Death by nostalgia: A diagnosis of context-specific cases. Advances in Consumer Research 21: 169–174.

4. Brown, S., Kozinets, R.V. and Sherry Jr. J.F. (2003) Teaching old brands new tricks: Retro branding and the revival of brand meaning. The Journal of Marketing 67 (3): 19–33.

5. Dewhurst, S.A. and Parry, L.A. (2000) Emotionality, distinctiveness, and recollective experience. European Journal of Cognitive Psychology 12 (4): 541–551.

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