Work

Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands

Year: 2022

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2022.08.016

Authors: Johanna Volpert, Géraldine Michel

Institutions: Kedge Business School, IAE Paris - Sorbonne Business School, Université Paris 1 Panthéon-Sorbonne

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

Funder: Institute for Applied Ecology

OpenAlex ID: W4294847065

FWCI: 1.998

Cites: 61

Cited by: 14

Related to: 10