The Research On The Impact Of Customer’s Nostalgia On Brand Loyalty Based On Brand Attitude

Since the late1980s nostalgia was introduced into marketing, it has been concerned bya lot of scholars. With economic development, people’s pressure increases, their nostalgia ismore and more strong. Scholars’ research for Nostalgia is focused on three areas.First is theresearch for nostalgic connotation, including concepts, classification and measurement.Second is the study of incentives nostalgia. Finally, scholars also research the consumerpreference and the influence of nostalgia on consumer behavior. As a kind of emotion,Nostalgia will affect consumers’ brand attitude. Brand attitude is an important factor tomeasure the purchase intention of consumers. So, Building customer brand loyalty is the basicstrategy of enterprises.The following paper summarizes the results of a retrospective study of the previousscholars.Through empirical research methods, we research the relationship amongconsumers’ nostalgia, brand attitude and brand loyalty. We conclude the following results.1.Consumers’ nostalgia impacts on brand attitude positively.2.Consumers’ brand attitude impacts on brand loyalty positively.3.Consumers’ nostalgia impacts on brand loyalty positively.4.Brand attitude plays an intermediary role between the nostalgic tendencies and brandloyalty5.Consumers’ own characteristics (gender, age) regulate the influence betweennostalgia and brand loyalty.In this paper, the following conclusions have not established: Interpersonal nostalgiapositive influence on attitude of behavior. Interpersonal nostalgia affects on brand loyaltypositively. The differences of consumers’ age play a regulatory role between personal orinterpersonal nostalgia and brand loyalty. The reasons for these conclusions may be derivedfrom the different way to handle information of different consumers, or the differencesbetween consumers.Brand loyalty is the main source of corporate profits, so it is vital to enterprise.Through this study, make sure that the consumers’ nostalgic positive influence on brandloyalty. Enterprises can develop different marketing strategies in order to maintainlong-term vitality of enterprises from the view of consumers’ nostalgia. Secondly, by theresearch between consumers’ nostalgic and brand attitude. We can provide a reference for brand awareness and brand positioning. This paper Researches brand loyalty from the viewof consumers, providing a reference for the development of corporate strategy andmarketing strategy.