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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| Language: | en |
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2015
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| 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> |