THE EFFECT OF BRAND NOSTALGIA ON BRAND TRUST, BRAND ATTACHMENT AND PURCHASE INTENTION: A RESEARCH ON CARBONATED BEVERAGE INDUSTRY

Nostalgia, which means nostalgia for the past, evokes positive emotions in individuals and this also affects consumer behavior. It is widely accepted that consumers have more trust and attachment to brands that they perceive as nostalgic. The positive emotions triggered by nostalgia have led to the usage of brand nostalgia as an effective positioning strategy in marketing. Several old brands incorporate nostalgic themes in their communication campaigns to achieve a competitive advantage in the carbonated beverage industry. The aim of this study is to examine the relationships between perceived brand nostalgia, brand trust, brand attachment and purchase intention among carbonated beverage companies. In this context, the data collected via online surveys from 386 participants were analyzed within the framework of the structural equation model. Findings showed that brand nostalgia positively affects brand trust and brand attachment. In addition, it has been found that brand attachment has a mediating role in the relationship between brand nostalgia, brand trust and purchase intention. This study has a unique quality in that it deals with the effect of nostalgia as a promotional tool in the carbonated beverage industry, where competition is intense.