Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/3556
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Mo Huanan | en_US |
dc.contributor.author | Noor Hasmini Abd Ghani | en_US |
dc.date.accessioned | 2022-12-05T01:15:45Z | - |
dc.date.available | 2022-12-05T01:15:45Z | - |
dc.date.issued | 2022 | - |
dc.identifier.isbn | 978-967-25774-2-3 | - |
dc.identifier.uri | http://hdl.handle.net/123456789/3556 | - |
dc.description | Others | en_US |
dc.description.abstract | Every consumer has more or less nostalgic feelings, enterprises very early began to use the nostalgic needs of consumers to carry out nostalgic marketing. Consumer brand relationship is an important factor affecting brand loyalty, while the level of consumer nostalgia has a certain influence on brand trust and attachment. Brand trust and attachment have a great role in promoting brand commitment, which is the core driving factor of brand loyalty. Thus, it can be seen that consumers 'nostalgic feelings can act on brand loyalty through the intermediary of brand relationship. Enterprises can provide a platform for consumers with nostalgic experience by developing various marketing strategies, so as to improve consumers' brand loyalty. | en_US |
dc.publisher | FKP, UMK | en_US |
dc.subject | nostalgia | en_US |
dc.subject | brand relationship | en_US |
dc.subject | brand trust | en_US |
dc.title | The Influence of Consumer Nostalgia on Brand Loyalty | en_US |
dc.type | National | en_US |
dc.relation.conference | FKP Postgraduate Colloquium | en_US |
dc.description.page | 225-232 | en_US |
dc.volume | 2022 | en_US |
dc.relation.seminar | FKP Postgraduate Colloquium 2022 | en_US |
dc.title.titleofbook | Postgraduate Colloqium 2022: The Role of Entrepreneurship and Marketing Towards Business Success | en_US |
dc.date.seminarstartdate | 2022-08-27 | - |
dc.date.seminarenddate | 2022-08-27 | - |
dc.description.placeofseminar | Virtual | en_US |
dc.description.type | Proceeding Papers | en_US |
item.grantfulltext | open | - |
item.openairetype | National | - |
item.fulltext | With Fulltext | - |
crisitem.author.dept | University Malaysia Kelantan, Malaysia | - |
Appears in Collections: | Faculty of Entrepreneurship and Business - Proceedings |
Files in This Item:
File | Description | Size | Format | |
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Proceeding Seminar 2022_ENTREPRENEURSHIP AND MARKETING-1-9.pdf | 570.6 kB | Adobe PDF | View/Open | |
Proceeding Seminar 2022_ENTREPRENEURSHIP AND MARKETING-230.pdf | 113.34 kB | Adobe PDF | View/Open |
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