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Journal of Marketing Management Volume 40, 2024 - Issue 9-10

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Marketing the past: a literature review and future directions for researching retro, heritage, nostalgia, and vintage

Christian Dama School of Business, Economics and Law, University of Gothenburg, Gothenburg, SwedenCorrespondence[email protected]
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Benjamin J. Hartmanna School of Business, Economics and Law, University of Gothenburg, Gothenburg, SwedenView further author information

Katja H. Brunkb European University Viadrina, Frankfurt (Oder), GermanyView further author information

Pages 795-819 | Received 10 Mar 2023, Accepted 26 Mar 2024, Published online: 11 Apr 2024

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https://doi.org/10.1080/0267257X.2024.2339454
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