Effect of Nostalgia on Customer Loyalty to Brand Post - Merger/Acquisition

Résumé 0

"The main objective of this study is to identify the effect of nostalgic feelingson consumer loyaltyto the prevailing brandfollowing the extinction of a brandin a merger/acquisition process. We also propose an explanatory model of the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the constructs under study, this paper outlines a theoretical model in which attitudes in relation to both extinct and prevailing brands mediate the relationship between nostalgic feelings and customer loyalty, which wassubsequently analyzed by structural equation modeling. The results showedthe effect of nostalgic feelingson customers’attitudestoward both extinct and prevailing brands and the influence of switching costs on building brand loyalty. The study contributed to the expansion of the theoretical framework on the subject of marketingby developing and validating a comprehensive model that adds to existing research, expanding the horizon ofthestudy of the phenomenon."