Abstract:Purpose -The role of nostalgia in the context of retailing is an intriguing area of research. However, previous research has mainly focused on consumer nostalgia in the context of product advertising. This paper aims to identify the main features of consumers' retail nostalgia and to determine a framework for classification and analysis. Methodology -The paper presents the results of an extensive review of the recent literature on the role of nostalgia in the retail context and consumer-related behaviour. Find… Show more
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