EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS

Nostalgia refers to individuals' feeling oflonging for past periods and the emotional connection between people's past andpresent. Nostalgia proneness is very important in consumer preferences; it isseen that consumers who have nostalgia proneness reflect these characteristicsto their product and se...

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Autors principals:	Alpaslan Yüce, Çağlar Samsa, Kamile Meriç
Format:	Artigo
Idioma:	Inglês
Publicat:	Mehmet Akif Ersoy University 2019-04-01
Col·lecció:	Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Matèries:	nostalgia brand nostalgia proneness consumer-based brand equity eastern express nostalji marka nostalji eğilimi tüketici temelli marka değeri doğu ekspresi
Accés en línia:	https://dergipark.org.tr/en/download/article-file/704335
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