Abstract
Nostalgia can be defined as a psychological, cultural and social phenomenon which leads to re-evaluating, often overevaluing, the past and everything connected with it. In order to find a basis for their existential searching, individuals imagine a past which was more beautiful and purer than it really was. A new concept of authenticity is now being imposed on the market, which considers the true, the authentic, to be the result of an idealized reconstruction of the past.
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© 2009 Michele Fioroni and Garry Titterton
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Fioroni, M., Titterton, G. (2009). Between Past and Present: Nostalgia Branding. In: Brand Storming. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-23351-5_3
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DOI: https://doi.org/10.1007/978-0-230-23351-5_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30800-2
Online ISBN: 978-0-230-23351-5
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