A New Approach to Emotional Brand bonds: From Nostalgia to Brand Love

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Hajibabei Hossein; Ghobadi Lamuki Tohfeh

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Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 89-104

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Information Journal Paper

Title

A New Approach to Emotional Brand bonds: From Nostalgia to Brand Love

Author(s)

Hajibabei Hossein | Ghobadi Lamuki Tohfeh | Issue Writer Certificate

Keywords

Brand love

Evoked nostalgia

Customer preference

Brand trust

Abstract

In present situation, different impasse and problems impose a lot of psychological pressures on people more than ever and as a result, there is a greater sense of insecurity and dissatisfaction in the customer. The use of nostalgic brand can lead to the restoration of past positive emotions and by reducing the psychological pressures by using these products, Creates deep relationships with the product. On the other hand, it should be considered that in the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams. The purpose of this research is investigate the relationship between nostalgic, trust, Customer preference and Brand love. Initially, the conceptual model of research was developed based on an extensive literature review. The study population included consumers with a long history of product knowledge. Sampling method in this phase was available sampling and close-ended and structured questionnaire also was tool used in this phase. The results indicate that Evoked nostalgia, Customer preference and Brand trust by different intensities affects each other and Brand love. This study examines the impact of nostalgia on Brand love, examines emotional bonds with the brand from a different aspect, and opens a new perspective on the emotional relationship between consumer and brand.

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APA: Copy

Hajibabei, Hossein, & Ghobadi Lamuki, Tohfeh. (2020). A New Approach to Emotional Brand bonds: From Nostalgia to Brand Love. CONSUMER BEHAVIOR STUDIES, 7(2 ), 89-104. SID. https://sid.ir/paper/963283/en

Vancouver: Copy

Hajibabei Hossein, Ghobadi Lamuki Tohfeh. A New Approach to Emotional Brand bonds: From Nostalgia to Brand Love. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):89-104. Available from: https://sid.ir/paper/963283/en

IEEE: Copy

Hossein Hajibabei, and Tohfeh Ghobadi Lamuki, “A New Approach to Emotional Brand bonds: From Nostalgia to Brand Love,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 89–104, 2020, [Online]. Available: https://sid.ir/paper/963283/en

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