Journal of Business and Retail Management Research
Volume 20 Issue 01 (October 2025)
Issue citation and reference package
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1. From memory to loyalty: The role of nostalgia in fostering Brand Trust, attachment and love
Authors: Heba Abdel Wahab; Sahar Ahmed Nagaty
Published: 21 Oct 2025
DOI: https://doi.org/10.24052/JBRMR/V20IS01/ART-01
Article URL: https://mail.ijmcs.co.uk/details&cid=603
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The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. Cuff, S. (2017). Now You're Playing with Power: Nintendo and the Commodification of Nostalgia. Master's thesis, The University of Wisconsin-Milwaukee, 1459. https://dc.uwm.edu/etd/1459 Cuff, Steve, and Christopher Terry. 2017. "Nintendo's Retro Revolution: Commodified Nostalgia and the Virtual Console." In The Evolution and Social Impact of Video Game Economics, edited by Casey B. Hart, 15–30. Lanham, MD: Lexington Books. Cui, R. (2015), “A review of nostalgic marketing”, Journal of Service Science and Management, Vol. 8 No. 1, pp. 125-131. Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International journal of market research, 45(1), 35-54. Dittmar, H. and Drury, J. (2000), “Self-image – is it in the bag? 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Bachelor's thesis, University of Arizona, Tucson, USA. http://hdl.handle.net/10150/630441 Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16-38. Gomez-Suarez, M. (2019), “Examining customer–brand relationships: a critical approach to empirical models on brand attachment, love, and engagement”, Administrative Sciences, Vol. 9 No. 1, pp. 1-19, doi: 10.3390/admsci9010010. Gumparthi, V.P. and Patra, S. (2020), “The phenomenon of brand love: a systematic literature review”, Journal of Relationship Marketing, Vol. 19 No. 2, pp. 93-132, doi: 10.1080/15332667.2019.1664871. Haji Babaei, Hossein and Ghobadi Lemoke, gift. (2020). A New Approach to Brand Emotions: From Nostalgia to Brand Love. Consumer Behavior Studies, 7 (2), 89-104. Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Empirical testing of emotional brand attachment and brand love mediation between brand satisfaction and brand loyalty. International Journal of Digital Entrepreneurship and Business, 3(2), 49-59. Hartmann, Benjamin J., and Katja H. Brunk. 2019. "Nostalgia Marketing and (Re-)  Enchantment." International Journal of Research in Marketing 36 (4): 669–86. https://doi.org/10.1016/j.ijresmar.2019.05.002. Hidayati, A. N., Isabela, B. A., Yuwananda, Y. S., & Gunadi, W. (2021). The effect of nostalgia emotion to brand trust and brand attachment towards repurchase intention. Turkish Journal of Computer and Mathematics Education, 12(3), 4492-4503. Holbrook, M. B., & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. Advances in consumer research, 18(1), 330-333. Horvath, C. and Adıgu ¨zel, F. (2018), “Shopping enjoyment to the extreme: hedonic shopping motivations and compulsive buying in developed and emerging markets”, Journal of Business Research, Vol. 86, pp. 300-310. Huang, C.C. (2017), “The impacts of brand experiences on brand loyalty: mediators of brand love and trust”, Management Decision, Vol. 55 No. 5, pp. 915-934. Hwang, J. and Kandampully, J. (2012), “The role of self-construal and emotions in younger consumers’ commitment to luxury brands”, The Research Journal of the Costume Culture, Vol. 20 No. 4, pp. 604-615, doi: 10.7741/rjcc.2012.20.4.604. Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167-186. DOI: https://doi.org/10.1108/MANM-02-2022-0033 Japutra, A., Ekinci, Y. and Simkin, L. (2019), “Self-congruence, brand attachment and compulsive buying”, Journal of Business Research, Vol. 99, pp. 456-463 Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083. Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product and Brand Management, 25(6), 516–526. https://doi.org/10.1108/JPBM-06-2015-0919 Kubiak, K., & Ouda, S. (2020). Brand Activism-the battle between authenticity and consumer scepticism. Master’s Programme in International Marketing & Brand Management, School of Economics and Management. Lund University, 1-67. Laroche, M., Habibi, M.R., Richard, M.O. and Sankaranarayanan, R. (2012), “The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty”, Computers in Human Behavior, Vol. 28 No. 5, pp. 1755-1767. Le, M.T. (2021), “The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences”, Spanish Journal of Marketing – ESIC, Vol. 25 No. 1, pp. 156-180. Li, H. et al. (2025). Research on the Impact of Consumer Preferences on Nintendo’s Brand Strategy: Insights from Conjoint Analysis. Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool, 26-44. DOI: 10.54254/2754-1169/2025.BL24032 Lien, C.H., Wen, M.J., Huang, L.C. and Wu, K.L. (2015), “Online hotel booking: the effects of brand image, price, trust and value on purchase intentions”, Asia Pacific Management Review, Vol. 20 No. 3, pp. 210-218. Lima, L. A. B., & Varga, B. Z. (2023). Motivations for nostalgia in the Nintendo fandom. Transformative Works and Cultures, 40, 1-15. https://doi.org/10.3983/twc.2023.2303 Lin, C. W., Lin, Y. S., Xie, Y. S., & Chang, J. H. (2022). Understanding the Behavioural Intention to Play the Nintendo Switch: An Extension of the Technology Acceptance Model. Applied System Innovation, 5(6), 124. https://doi.org/10.3390/asi5060124 Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1), 13–27. https://doi.org/10.1057/bm.2012.3 Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2021). Hierarchical relationships among brand equity dimensions: The mediating effects of brand trust and brand love. Services Marketing Quarterly, 42(1-2), 74-92. Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35 Mercer, M. (2016). Is nostalgia a mixed emotion? Evidence from emotional experience and facial expressions of emotion. http://trace.tennessee.edu/cgi/viewcontent.cgi?article=2931&context=utk_chanhonoproj Mikulincer, M., & Shaver, P. R. (2010). Attachment in adulthood: Structure, dynamics, and change. New York: Guilford Publications. Mody, M. and Hanks, L. (2020), “Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and Airbnb”, Journal of Travel Research, Vol. 59 No. 1, pp. 173-189. Moussa, S. (2015), “I may be a twin but I’m one of a kind”, Qualitative Market Research: An International Journal, Vol. 18 No. 1, pp. 65-85, doi: 10.1108/qmr-05-2013-0028. Mujkic, A., Babic-Hodovic, V. and Arslanagic-Kalajdzic, M. (2020), “Is the road to brand love and loyalty paved with emotional attachment? 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D., Wildschut, T., & Sedikides, C. (2015). Scent-evoked nostalgia. Memory, 23(2). https://doi.org/10.1080/09658211.2013.876048 Rhajbal, Z., Khouilid, M., Saligane, L., & Chakor, A. (2017). Brand attachment and brand loyalty: The moderating role of nostalgic connections. IOSR Journal of Humanities and Social Science, 22(6), 24-34.  DOI: 10.9790/0837-2206082434 Rizomyliotis, I., Poulis, A., Konstantoulaki, K., & Giovanis, A. (2021). Sustaining brand loyalty: The moderating role of green consumption values. Business Strategy and the Environment, 30(7), 3025-3039. Saeedi, K.  (2025). Emotional Branding: Using Feelings as a Catalyst for Brand Loyalty. 3rd International conference on recent advances in engineering, innovation & technology, Brussel, Belgium, 1-42. Sarmad, I., Imtiaz, M. A., Bukhari, S. M. H., Abbas, A., & Munir, I. (2024). 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Sheff, David. 1994. Game Over: How Nintendo Conquered the World. New York: Vintage Books Shimp, T.A. and Madden, T.J. (1988), “Consumer-object relations: a conceptual framework based analogously on sternberg’s triangular theory of love”, in Houston, M.J. (Ed) Advances in Consumer Research, Vol. 15, Association for Consumer Research, Provo, UT, pp. 163-168. Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of brand management, 29(4), 400-419. Song, Y., Hur, W. M., & Kim, M. (2012). Brand trust and affect in the luxury brand–customer relationship. Social Behavior and Personality: an international journal, 40(2), 331-338. Sternberg, R.J. (1986), “A triangular theory of love”, Psychological Review, Vol. 93 No. 2, pp. 119-135, doi:10.1037/0033-295X.93.2.119. Tanveer, M., Ahmad, A.R., Mahmood, H. and Haq, I.U. 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2. Nexus between sustainable brand equity and behavioural outcomes: The moderating role of age
Authors: Stephen Onwona Adjapong; Beatrice Akosua Adjapong
Published: 21 Oct 2025
DOI: https://doi.org/10.24052/JBRMR/V20IS01/ART-02
Article URL: https://mail.ijmcs.co.uk/details&cid=604
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3. The impact of the Qatar blockade on customer relationship management
Authors: Hassan Abdulla AL-Mannai
Published: 01 Nov 2025
DOI: https://doi.org/10.24052/JBRMR/V20IS01/ART-03
Article URL: https://mail.ijmcs.co.uk/details&cid=605
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4. Colour and consumer buying behaviour in the UK fashion industry
Authors: Anderson Akende Chiboola Mulenga; Palto Datta
Published: 01 Nov 2025
DOI: https://doi.org/10.24052/JBRMR/V20IS01/ART-04
Article URL: https://mail.ijmcs.co.uk/details&cid=606
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