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From memory to loyalty: The role of nostalgia in fostering Brand Trust, attachment and love

Heba Abdel Wahab • Sahar Ahmed Nagaty

Volume 20 Issue 01 Published 21 Oct 2025 DOI
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Nostalgia emotions brand trust brand attachment brand love brand loyalty Nintendo games
Abstract

Research Summary

Nostalgia is considered one of the effective marketing instruments used owing to its beneficial influence on consumer behavior toward a brand. Nostalgia emotions might evoke positive experiences, memories and love towards a brand that can enhance brand loyalty. The purpose of this research is to investigate the role that nostalgia emotions play in increasing brand trust, attachment and love, and how this brand love can lead to brand loyalty. Data was gathered through an online questionnaire. The study population consisted of players of Nintendo games. 431 questionnaires were distributed. A total number of 393 complete and valid questionnaires were collected with a response rate of 91.2%. Results revealed that nostalgia emotions have a significant positive effect on both brand trust and brand attachment and that brand trust and brand attachment were significantly and positively related to brand love that affects brand loyalty.  Also, the results showed that both brand trust and brand attachment mediate the relationship between nostalgia emotions and brand love. The results suggested that marketers should consider nostalgia while developing the organization’s marketing strategy as it can have a deep impact on consumer behavior toward the brand.

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