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Author:

Saganowich, Julia

Title:

Take a Look in the Rearview Mirror: Determinants of Nostalgic Consumer Responses to Automotive Retro Brands & the Impact on Perceived Utilities

Area of Honors:

Marketing

Keywords:

Retro
Retro Branding
Retro Brands
Marketing
Brand Management
Automotive
Automotive Industry
Nostalgia
Cars
Perceived Utilities
Brand Relaunch
Brand Revitalization
Brand Revival
Nostalgia Marketing

File:

Download JuliaSaganowich_HonorsMarketingThesis_Spring2024_TakeaLookintheRearViewMirror.pdf

Thesis Supervisors:

Johanna H Slot, Thesis Supervisor
Jennifer Chang Coupland, Thesis Honors Advisor