Brand Attachment and Brand Loyalty: The Moderating Role of Nostalgic Connections

Abstract

The development of the client portfolio has become at the heart of the business policies of companies. Managers are increasingly paying attention to their brand strategies and are focusing on strengthening the brand-consumer relationship. The objective of this paper is to study the relationship between the dimensions of brand attachment and the dimensions of fidelity while analysing the moderating role of nostalgic connections on this relationship. An empirical study was carried out on an accidental sample of 210 people. The results of structural modelling relate the positive and significant impact of addictive attachment on attitudinal and behavioural fidelity, while the attachment of friendship has a negative impact on both dimensions of loyalty. The moderating role of nostalgic connections has been rejected because of the inconsistency between the desire to recall a period of life or a person with the quality (happy or unhappy) of the period in question.