The impact of nostalgia proneness, brand nostalgia and brand heritage on brand loyalty

In today's world where rapid and continuous change is experienced in every field, it is seen that there are various changes in consumer profiles and accordingly consumer behaviors. It is possible to state that one of the most important changes in consumer profiles is the intense longing and longing that consumers feel for the past. It is very common for consumers to remember the old days, remember the brands used in the past and generally want to relive the past experiences. In this context, nostalgia proneness, brand nostalgia and brand heritage appear as very important concepts in shaping consumption preferences and on the way to brand loyalty. However, although many factors affecting brand loyalty have been taken into account in the studies conducted in the literature to date, nostalgia proneness, brand nostalgia and brand heritage have mostly been ignored. In this direction, the general aim of the study is to determine the causal relationships between nostalgia proneness, brand nostalgia, brand heritage and brand loyalty. In the research, the effect of nostalgia proneness on brand nostalgia and brand heritage, the effect of brand nostalgia and brand heritage on brand loyalty, and finally the effect of brand heritage on brand nostalgia were examined. A comprehensive literature review was conducted to clearly define the concepts in the study. Then, data were collected with the survey technique, one of the quantitative research methods, in line with the objectives. Descriptive statistical analysis, exploratory factor analysis, reliability analysis and regression analysis were applied to the obtained data. Findings of the study; It is concluded that nostalgia proneness positively affects brand heritage and brand nostalgia, brand heritage positively affects brand nostalgia, and finally, brand nostalgia and brand heritage have a positive effect on brand loyalty. Understanding such effects will be invaluable to both researchers and businesses in today's competitive markets. Looking ahead, businesses; They can use nostalgia and heritage-based marketing techniques to increase sales, launch new products, and revive old products. Given the unique combination of a brand's heritage and nostalgia, the strategies involved will be very promising. In addition, it is expected that the findings of the study will contribute not only to future research on brand nostalgia and brand heritage, but also to all other research on time perception in the marketing literature.