Nostalgia as a factor in influence consumer willingness to adapt new brands in emerging markets characterised by rapid social mobility

Nostalgia as a factor in influence consumer willingness to adapt new brands in emerging markets characterised by rapid social mobility

Typically nostalgia has been a valuable sales and marketing tool that has extended the life cycle of legacy brands. This study sought to determine how nostalgia could be leveraged to increase the willingness of consumers to adopt new brands. Support was sought to confirm that a positive impact of no...

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Bibliographic Details
Main Author: Phahle, Yolisa
Other Authors: Chipp, Kerry
Language:en
Published: 2015
Subjects:
UCTD
Qualitative research
Social mobility
Nostalgia
Brand name product
Consumer behavior
Online Access:http://hdl.handle.net/2263/43987
Phahle, Y 2014, Nostalgia as a factor in influence consumer willingness to adapt new brands in emerging markets characterised by rapid social mobility, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/43987>

Internet

http://hdl.handle.net/2263/43987
Phahle, Y 2014, Nostalgia as a factor in influence consumer willingness to adapt new brands in emerging markets characterised by rapid social mobility, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/43987>

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