“Born in the GDR”. Ostrock between Ostalgia and cultural self‐assertion

Twenty years after reunification: comparing young consumer decision-making processes for electronic products in the former East and West Germany

“…The International Review of Retail, Distribution and Consumer Research 255 been discussed in the Ostalgie literature (Bach 2002;Berdahl 1999Berdahl , 2010Wicke 1998). Ostalgie describes the yearning for the past that is reflected in the buying of (or the holding of loyalty toward) brands from the former East Germany (e.g.…”