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Ekta Srivastava
Publications - 5
Citations - 34
Ekta Srivastava is an academic researcher. The author has contributed to research in topics: Appeal to emotion & Ambivalence. The author has an hindex of 2, co-authored 2 publications receiving 14 citations.
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Nostalgic advertising in India: a content analysis of Indian TV advertisements
TL;DR: In this article, the authors examined the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).
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Nostalgia: A Review, Propositions, and Future Research Agenda
TL;DR: The authors presented a systematic review of the nostalgia literature (205 articles) using PRISMA protocols, focusing on three questions: What do we know about nostalgia, what do we need to know about it, and where should we be heading?
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Nostalgic advertising: managing ambivalence to make it work
TL;DR: This article studied the affective outcome of ambivalent nostalgia through use of executional variables, and developed a framework linking nostalgia (through affect) and consumers' cognitive processing, and explain the relationship of nostalgia with self-brand connection (SBC) and willingness to pay a premium (WTPP) through a mediator, cognitive processing.
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Home in border crossings: A psychoanalytic study of dislocations in the lives of female domestic workers.
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Public service announcements: A literature review and way forward
TL;DR: This paper conducted a literature review of public service announcements (PSAs) using the SPAR-4-SLR protocol, uncovering 119 articles on PSAs in the domains of corporate social responsibility (CSR), the environment, health, finance, safety, and security.