The Influence of Consumer Nostalgia on Brand Loyalty

Abstract

Every consumer has more or less nostalgic feelings, enterprises very early began to use the nostalgic needs of consumers to carry out nostalgic marketing. Consumer brand relationship is an important factor affecting brand loyalty, while the level of consumer nostalgia has a certain influence on brand trust and attachment. Brand trust and attachment have a great role in promoting brand commitment, which is the core driving factor of brand loyalty. Thus, it can be seen that consumers 'nostalgic feelings can act on brand loyalty through the intermediary of brand relationship. Enterprises can provide a platform for consumers with nostalgic experience by developing various marketing strategies, so as to improve consumers' brand loyalty.