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EFFECTS OF NOSTALGIA PRONENESS ON CONSUMER-BASED BRAND EQUITY: A CASE STUDY ON THE EASTERN EXPRESS
Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2019 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 ...
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