Echoes of the past: A Qualitative Study on Personal and Historical Nostalgia and their Impact on Consumer Identity
Thesis Purpose: The purpose of this study is to explore young consumers' identity creation in the context of nostalgic consumption and marketing. The study seeks to deepen the understanding of how young consumers construct their identities by exploring the impact of two forms of nostalgia, personal and historical. Theoretical Perspective: To analyze the empirical data and gain insight into co