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

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Faculty of Humanities, Hamedan Branch, Islamic Azad university, Hamedan, Iran.

2 Assistant Professor, Department of Management, Faculty of Humanities, Gonbad Kavoos Branch, Islamic Azad university, Iran.

10.34785/J018.2020.837

Abstract

Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. 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 Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference 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 perspective, and opens a new perspective on the emotional relationship between consumer and brand.

Highlights

حاجی‌بابایی، حسین؛ اسماعیل‌پور، حسن و فلاح‌شمس، میرفیض (1395). بررسی لایه‌های پنهان رفتار مصرف‌کننده: تعامل شخصیت فرد و ابعاد احساسی برند. انجمن علوم مدیریت ایران، 11 (4)، 103-126.

حاجی‌بابایی، حسین و اسماعیل‌پور، حسن (1397). واکاوی عشق به برند و بررسی تأثیر تداعی‌ها، رضایت و اعتماد بر عشق به برند. تحقیقات بازاریابی نوین، 8(31)، 1-26.

داوری، علی و رضازاده، آرش (1393). مدل‌سازی مادلات ساختاری با نرم افزارPLS . تهران: انتشارات جهاد دانشگاهی.

عباس‌زاده، حسن؛ عالم تبریز، اکبر؛ ایران‌دوست، منصور و صلواتی، عادل (1398). برندسازی جهت خلق ارزش مصرف‌کننده در نظام بانکی کشور. مطالعات رفتار مصرف‌کننده، 6(1)، 193- 211.

قبادی‌لموکی، تحفه؛ دهدشتی‌شاهرخ، زهره و صالح‌اردستانی، عباس (1396). بررسی تاثیر نوستالژی فراخوانده‌شده بر قصد خرید محصول نوستالژیک. مطالعات کمی در مدیریت، 8 (2)، 5-24.

قبادی‌لموکی، تحفه؛ دهدشتی‌شاهرخ، زهره و صالح‌اردستانی، عباس (1397). تأثیر ناامنی شخصی بر رفتار خرید محصولات نوستالژیک. پژوهش‌های مدیریت در ایران،22 (2)، 179-203.

قبادی‌لموکی، تحفه (1396). طراحی مدل تاثیر نقش گسست روانی مصرف‌کننده و نوستالژی بر رفتار خرید مصرف‌کنندگان محصولات نوستالژیک. پایان‌نامه دکتری، دانشگاه آزاد اسلامی تهران مرکز.

قبادی‌لموکی، تحفه؛ دهدشتی‌شاهرخ، زهره و صالح‌اردستانی، عباس (1396). بررسی تاثیر گسست روانی مصرف‌کننده بر ترجیح محصولات نوستالژیک. کاوش‌های مدیریت بازرگانی،10 (20)، 243-262.

کردنائیج، اسدالله؛ نجات، سهیل و شاهی، محبوبه (1397). تأثیر نوستالژی و میراث برند بر شکل‌گیری تمایل به خرید؛ مورد مطالعه: برند گوشی تلفن همراه نوکیا، تحقیقات بازاریابی نوین، 8 (3)، 41-58.

کاشانی، فرزانه و مرندی، محمد (1398). بررسی تاثیر هویت برند بر عملکرد کسب‌وکار از طریق نقش میانجی اعتماد به برند، رویکردهای پژوهشی نوین درمدیریت و حسابداری، 2 (12)، 95-109.

موسوی، سیدنجم‌الدین و علیزاده، ابوالفضل (1397). تأثیر ویژگی‌های وب‌سایت فروشگاه‌های مجازی بر ارزش ویژه برند فروشگاه (مورد مطالعه: دیجی‌کالا)، مطالعات رفتار مصرف‌کننده، 5 (1)، 1-19.

 

Refrences

Aaker, D.(2014). Aaker on Branding.New York:Morgan James

Abbaszadeh, H., Alamtabriz, A., Irandoost, M., & Salavati,A. (2019). Branding to create consumer value in the Iranian banking system, Consumer Behavior Studies Journal,6(1), 193-211. (in Persian)

Ahmad, A., & Thyagaraj, K. S. (2015). Impact of brand personality on brand equity: The role of brand trust, brand attachment, and brand commitment. Indian Journal of Marketing, 45(5), 14-26.‏

Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258–266.

Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258–266.

Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.‏

Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2014). Brand love: Construct validity, managerial utility, and new conceptual insights. Ann Arbor, mi. https://doi. org/10.1111/zoj, 12246.‏

Broadbent, S. (2012). Brand love in sport: Antecedents and consequences (Doctoral dissertation, Deakin University).‏

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.‏

Chen, H. B., Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360.‏

Chen, S. C., & Quester, P. G. (2015). The relative contribution of love and trust towards customer loyalty. Australasian Marketing Journal (AMJ), 23(1), 13-18.‏

Davari, A.,& Rezazadeh, A. (2016).Structural equation modeling with PLS.Tehran: Jahad daneshgahi. (in Persian)

Ghobadi lamuki, T. (2017). Modeling the effect of the role of consumer psychological discontinuity and nostalgia on consumer buying behavior of nostalgic products. PhD Thesis. Central Tehran Branch, Islamic Azad University. (in Persian)

Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2017). Examine the impact of evoked nostalgia on purchase intent of nostalgic products, Journal of Quantitative Studies in Management, 8(2), 5-24. (in Persian)

Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2018). The Effect of Psychological Discontinuity on the Consumer’s Preference for Nostalgic Products, Journal of Business Administration Researches, 10(20)243-262. (in Persian)

Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2018). Impact of personal insecurity on the behavior of purchasing nostalgic products, management research in Iran, 22(2)179-203. (in Persian)

Ghorbanzadeh, D., Saeednia, H., & Rahehagh, A. (2020). Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran. Cogent Business & Management, 7(1), 1712766.‏

Govers, P., & Schoormans, J.P.L. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22 (4), 189-97.

Grace, D., & O’Cass, A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: An International Journal.‏.5(2): 96-111.

Hajibabaei, H., & Esmailpur, H. (2018). Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust. Journal of Industrial Strategic Management, 3(1), 55-67.‏

Hajibabaei, H.,Esmailpour, H., & Fallahshams, M. (2017). Study of hidden layers of consumer behavior:Interaction Enneagram & brand emotional dimensions. Iranian journal of management sciences,11(44),103-126. (in Persian)

Hajibabei, H., & Esmailpur, H. (2018). The Analysis of Brand Love and the Impact of Associations, Satisfaction, and Trust on Brand Love, Journal of New Marketing Research, 8(31), 1-26. (in Persian)

Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality: An International Journal.‏

Hegner, S. M., & Jevons, C. (2016). Brand trust: a cross-national validation in Germany, India, and South Africa. Journal of Product & Brand Management.‏, 25(1),58–68.

Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., & Taube, M. (2019). How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of marketing Science, 1-22.‏

Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer research, 20(2), 245-256.‏

Holbrook, M.B., & Schindler, R.M. (1998). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16(June), 119-124.

Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management, 28(2), 200-215.

kashani, F., & Marandy, M. (2019). The impact of brand identity on business performance through the mediator role of brand trust, Journal of New Research Approaches in Management and Accounting,2(12), 95-109. (in Persian)

Kazlauske, D., & Gineikiene, J. (2017). Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior. Baltic Journal of Management, 12(3(.

Kleine III, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: A social‐identity perspective. Journal of consumer psychology, 2(3), 209-235.‏

Kordnaeij, A., Nejat, S., & Shahi, M.(2018). Impact of Brand Nostalgia and Brand Heritage on the Formation of Purchase Intention (Case Study: Nokia Mobile Phone), Journal of New Marketing Research, 8(3), 41-58. (in Persian)

Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15-26.‏

Larzelere, R. E., & Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family, 595-604.‏

Leventhal, R. C., Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24–32.

Li, Y., Lu, C., Bogicevic, V., & Bujisic, M. (2019). The effect of nostalgia on hotel brand attachment. International Journal of Contemporary Hospitality Management, 3(2), 691-717.

Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer research, 20(3), 451-466.‏

Maxian, W., Bradley, S. D., Wise, W., & Toulouse, E. N. (2013). Brand love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30(6), 469-478.‏

Merchant, A., Ford, J. B., Dianoux, C., & Herrmann, J. L. (2016). Development and validation of an emic scale to measure ad-evoked nostalgia in France. International Journal of Advertising, 35(4), 706-729.‏

Mousavi, S., & alizadeh, A. (2018). Effect of virtual store website features on store brand equity (Case Study: Digikala), Consumer Behavior Studies Journal,5(1), 1-19. (in Persian)

Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product & Brand Management.‏

Ruane, L., & Wallace, E. (2015). Brand tribalism and self-expressive brands: social influences and brand outcomes. Journal of Product & Brand Management.‏

Sarkar, A. (2014). Brand love in emerging market: a qualitative investigation. Qualitative market research: an international journal.‏

Schmid, D. A., & Huber, F. (2019). Brand love: Emotionality and development of its elements across the relationship lifecycle. Psychology & Marketing, 36(4), 305-320.‏

Sedikides, C., & Wildschut, T. (2018). Finding meaning in nostalgia. Review of General Psychology, 22(1), 48-61.‏

Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. ACR North American Advances.‏

Singh, D., Bajpai, N., & Kulshreshtha, K. (2020). Brand experience-brand love relationship for Indian hypermarket brands: The moderating role of customer personality traits. Journal of Relationship Marketing, 1-22.‏

Spence, E. (2018). Nokia Smartphone Sales Set To Smash Through Ten Million Barrier. Forbes. https://www.forbes.com/sites/ewanspence/2018/02/04/hmdglobal-nokia-sales-tenmillion-mwc/?sh=3a467a8f58c5

Thellefsen, T., & Sørensen, B. (2015). What brand associations are. Sign Systems Studies, 43(2/3), 191-206.‏

Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in love with a product: The structure of a romantic consumer-product relationship. ACR North American Advances, 31(1), 320-327.

Zhao, Y. (2007). Nostalgic marketing and its working mechanism in three cultural groups: Canadians, Chinese, and Chinese immigrants to Canada (Doctoral dissertation, Concordia University).‏

Keywords

References

Refrences
Aaker, D.(2014). Aaker on Branding.New York:Morgan James
Abbaszadeh, H., Alamtabriz, A., Irandoost, M., & Salavati,A. (2019). Branding to create consumer value in the Iranian banking system, Consumer Behavior Studies Journal,6(1), 193-211. (in Persian)
Ahmad, A., & Thyagaraj, K. S. (2015). Impact of brand personality on brand equity: The role of brand trust, brand attachment, and brand commitment. Indian Journal of Marketing, 45(5), 14-26.‏
Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258–266.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer marketing, 30(3), 258–266.
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.‏
Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2014). Brand love: Construct validity, managerial utility, and new conceptual insights. Ann Arbor, mi. https://doi. org/10.1111/zoj, 12246.‏
Broadbent, S. (2012). Brand love in sport: Antecedents and consequences (Doctoral dissertation, Deakin University).‏
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.‏
Chen, H. B., Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360.‏
Chen, S. C., & Quester, P. G. (2015). The relative contribution of love and trust towards customer loyalty. Australasian Marketing Journal (AMJ), 23(1), 13-18.‏
Davari, A.,& Rezazadeh, A. (2016).Structural equation modeling with PLS.Tehran: Jahad daneshgahi. (in Persian)
Ghobadi lamuki, T. (2017). Modeling the effect of the role of consumer psychological discontinuity and nostalgia on consumer buying behavior of nostalgic products. PhD Thesis. Central Tehran Branch, Islamic Azad University. (in Persian)
Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2017). Examine the impact of evoked nostalgia on purchase intent of nostalgic products, Journal of Quantitative Studies in Management, 8(2), 5-24. (in Persian)
Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2018). The Effect of Psychological Discontinuity on the Consumer’s Preference for Nostalgic Products, Journal of Business Administration Researches, 10(20)243-262. (in Persian)
Ghobadi lamuki, T., Dahdashtishahrokh, Z., & Saleh Ardestani, A. (2018). Impact of personal insecurity on the behavior of purchasing nostalgic products, management research in Iran, 22(2)179-203. (in Persian)
Ghorbanzadeh, D., Saeednia, H., & Rahehagh, A. (2020). Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran. Cogent Business & Management, 7(1), 1712766.‏
Govers, P., & Schoormans, J.P.L. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22 (4), 189-97.
Grace, D., & O’Cass, A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: An International Journal.‏.5(2): 96-111.
Hajibabaei, H., & Esmailpur, H. (2018). Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust. Journal of Industrial Strategic Management, 3(1), 55-67.‏
Hajibabaei, H.,Esmailpour, H., & Fallahshams, M. (2017). Study of hidden layers of consumer behavior:Interaction Enneagram & brand emotional dimensions. Iranian journal of management sciences,11(44),103-126. (in Persian)
Hajibabei, H., & Esmailpur, H. (2018). The Analysis of Brand Love and the Impact of Associations, Satisfaction, and Trust on Brand Love, Journal of New Marketing Research, 8(31), 1-26. (in Persian)
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality: An International Journal.‏
Hegner, S. M., & Jevons, C. (2016). Brand trust: a cross-national validation in Germany, India, and South Africa. Journal of Product & Brand Management.‏, 25(1),58–68.
Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., & Taube, M. (2019). How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets. Journal of the Academy of marketing Science, 1-22.‏
Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer research, 20(2), 245-256.‏
Holbrook, M.B., & Schindler, R.M. (1998). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16(June), 119-124.
Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management, 28(2), 200-215.
kashani, F., & Marandy, M. (2019). The impact of brand identity on business performance through the mediator role of brand trust, Journal of New Research Approaches in Management and Accounting,2(12), 95-109. (in Persian)
Kazlauske, D., & Gineikiene, J. (2017). Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior. Baltic Journal of Management, 12(3(.
Kleine III, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: A social‐identity perspective. Journal of consumer psychology, 2(3), 209-235.‏
Kordnaeij, A., Nejat, S., & Shahi, M.(2018). Impact of Brand Nostalgia and Brand Heritage on the Formation of Purchase Intention (Case Study: Nokia Mobile Phone), Journal of New Marketing Research, 8(3), 41-58. (in Persian)
Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15-26.‏
Larzelere, R. E., & Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family, 595-604.‏
Leventhal, R. C., Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24–32.
Li, Y., Lu, C., Bogicevic, V., & Bujisic, M. (2019). The effect of nostalgia on hotel brand attachment. International Journal of Contemporary Hospitality Management, 3(2), 691-717.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer research, 20(3), 451-466.‏
Maxian, W., Bradley, S. D., Wise, W., & Toulouse, E. N. (2013). Brand love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30(6), 469-478.‏
Merchant, A., Ford, J. B., Dianoux, C., & Herrmann, J. L. (2016). Development and validation of an emic scale to measure ad-evoked nostalgia in France. International Journal of Advertising, 35(4), 706-729.‏
Mousavi, S., & alizadeh, A. (2018). Effect of virtual store website features on store brand equity (Case Study: Digikala), Consumer Behavior Studies Journal,5(1), 1-19. (in Persian)
Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product & Brand Management.‏
Ruane, L., & Wallace, E. (2015). Brand tribalism and self-expressive brands: social influences and brand outcomes. Journal of Product & Brand Management.‏
Sarkar, A. (2014). Brand love in emerging market: a qualitative investigation. Qualitative market research: an international journal.‏
Schmid, D. A., & Huber, F. (2019). Brand love: Emotionality and development of its elements across the relationship lifecycle. Psychology & Marketing, 36(4), 305-320.‏
Sedikides, C., & Wildschut, T. (2018). Finding meaning in nostalgia. Review of General Psychology, 22(1), 48-61.‏
Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. ACR North American Advances.‏
Singh, D., Bajpai, N., & Kulshreshtha, K. (2020). Brand experience-brand love relationship for Indian hypermarket brands: The moderating role of customer personality traits. Journal of Relationship Marketing, 1-22.‏
Spence, E. (2018). Nokia Smartphone Sales Set To Smash Through Ten Million Barrier. Forbes. https://www.forbes.com/sites/ewanspence/2018/02/04/hmdglobal-nokia-sales-tenmillion-mwc/?sh=3a467a8f58c5
Thellefsen, T., & Sørensen, B. (2015). What brand associations are. Sign Systems Studies, 43(2/3), 191-206.‏
Whang, Y. O., Allen, J., Sahoury, N., & Zhang, H. (2004). Falling in love with a product: The structure of a romantic consumer-product relationship. ACR North American Advances, 31(1), 320-327.
Zhao, Y. (2007). Nostalgic marketing and its working mechanism in three cultural groups: Canadians, Chinese, and Chinese immigrants to Canada (Doctoral dissertation, Concordia University).‏
 
Consumer Behavior Studies Journal
Volume 7, Issue 2
October 2020
Pages 89-104

Files

Share

How to cite

Statistics