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Browsing Gordon Institute of Business Science (GIBS) by Postgraduate "Phahle, Yolisa"

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

Phahle, Yolisa (University of Pretoria, 2014)

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 ...

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