Author(s)
Stephen Brown
Robert Kozinets
JohnF.Sherry Jr.
Retro brands are relaunched historical brands with updated features. The authors conduct a
Date Published:
2003
Citations:
Brown, Stephen, Robert Kozinets, JohnF.Sherry Jr.. 2003. Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing. (3)19-33.