Abstract:The purpose of this paper is to explore the influence of nostalgic emotion, brand awareness, and brand attitude on purchase intention. Although previous literature has discussed nostalgic emotion more than visual communication and corporate marketing, it has only looked at the influence of nostalgia on consumer behavior, while ignoring the purchase intention generated by nostalgic brand factors. Therefore, the present study proposes a research model and questionnaire, and discusses the effect of brand awarenes… Show more
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