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Emotional Brand Attachment as a Pathway to Brand Nostalgia, Brand Involvement and Brand Forgiveness

Year: 2025

Type: article

Abstract: This study explores the relationships between Emotional Brand Attachment (EBA), Brand Nostalgia, Brand Involvement, and Brand Forgiveness, focusing on their roles in consumer-brand recovery dynamics. Using Emotional Brand Attachment Theory and Structural Equation Modeling (SEM), the findings reveal that EBA strongly influences Brand Involvement and directly contributes to Brand Forgiveness, while Brand Involvement serves as a key mediator in restoring trust. However, Brand Nostalgia shows minimal direct impact on forgiveness, highlighting its context-dependent nature. These insights emphasize the importance of fostering emotional connections and consumer involvement in brand recovery strategies, while suggesting that the effectiveness of nostalgia may vary across scenarios. The study provides actionable recommendations for leveraging emotional attachment and involvement in post-failure brand management while encouraging further exploration of contextual influences.

Source: International Review of Management and Marketing

DOI: 10.32479/irmm.18512

Authors: Patcharee Hongthong, Pensri Jaroenwanit, James E. Nelson, Bilal Khalid

Institutions: Khon Kaen University, University of Colorado Boulder, University of Colorado System, King Mongkut's Institute of Technology Ladkrabang

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $300

OpenAlex ID: W4413425644

FWCI:

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