EXAMINING THE INFLUENCE OF BRAND NOSTALGIA ON BRAND LOYALTY THROUGH THE MEDIATION OF BRAND ATTACHMENT

Abstract

Marketers have recognized the complexity encompassing the relationship between customers and the brands. The relationship between customers and brands cover various variables. However, certain crucial factors such as brand nostalgia, brand attachment, and brand loyalty have remained relatively unexplored in the current body of literature. These are few of the pivotal variables that need more research. Therefore, the primary objective of this study was to
examine the influence of brand nostalgia on brand loyalty through the mediating route of brand attachment. The study employed convenience sampling method to collect the data. The responses were gathered through questionnaires from 550 respondents from different cities of Pakistan. The study employed Smart PLS 3.0 for data analysis. The results revealed that brand nostalgia positively influenced brand attachment and brand loyalty and brand attachment significantly mediated the relationship between brand nostalgia and brand attachment. By introducing and empirically validating a research model that is based on brand nostalgia, brand attachment, and brand loyalty, this study makes a substantial contribution to the existing landscape of consumer-brand dynamics. Beyond its theoretical implications, the research holds practical significance as well. It provides valuable insights for marketers and practitioners striving to
cultivate stronger connections between customers and brands. Ultimately, the study uncovers the intricate mechanisms at play in the realm of branding, offering guidance for strategies aimed at bolstering both customer loyalty and brand attachment.