Browsing by Author "Merchant, Altaf"
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Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
Jain, Varsha; Merchant, Altaf; Roy, Subhadip; Ford, John B. (Journal of Business Research, 2019-06)Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ...