@article{bouchra2019brand,
  title = {The Brand between Nostalgia and Attachment: the Case of the Moroccan Consumer},
  author = {Elyamani Bouchra and Aomari Amina},
  year = 2019,
  url = {https://ibimapublishing.com/articles/JMRCS/2019/522137/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2019,
  pages = 9,
  doi = 10.5171/2019.522137,
  abstract = {Nostalgia is a variable that is increasingly discussed in consumer-brand relationships, particularly through the notion of attachment. The objective of this work is to shed light on the attachment to the nostalgic brand in the mass consumption sector in Morocco. To do this, an exploratory quantitative study was conducted on a sample of 150 people to verify the relationship between the nostalgic brand and the degree of attachment while questioning the reasons for the latter. The main conclusions drawn from the study indicate the existence of new variables - apart from memories - likely to impact attachment to the nostalgic brand. Also the study showed that considerations towards the nostalgic brand vary according to gender and age.},
  keywords = {brand - nostalgia - attachment.},
  note = Article ID: 522137
}