Work

Blending the past and present: why and when brand revitalization and retro branding strategies are effective in heritage branding

Year: 2025

Type: article

Source: European Journal of Marketing

DOI: 10.1108/ejm-03-2024-0169

Authors: Pei-Chi Chen, Hsuan-Yi Chou

Institutions: National Dong Hwa University, National Sun Yat-sen University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4414590463

FWCI: 10.86

Cites: 92

Cited by: 6

Related to: