Research On The Effects Of Consumers Nostalgic For The Old Brand Loyalty

This paper argues that consumers’nostalgic emotions tend to affect time-honor brands’position in the minds of consumers, from the psychological point of view. For those consumers with nostalgic tendencies, when are objected to external stimuli lead to nostalgia, they will produce inner feelings of nostalgia, which encourage them to generate higher evaluation for the past.This paper concludes the research model and hypothesises. There are four components in this model:independent variables mood nostalgia and preference nostalgia, mediate variable perceived value, dependent factor time-honor brands loyalty, and moderate variable brand involvement. Nostalgia mood includes interpersonal nostalgia, family nostalgia, personal nostalgia. Nostalgia preference includes product style nostalgia, production process nostalgia, and advertising nostalgia.This research has received214questionnaires to process static analysis including description analysis, factor analysis, correlation analysis and regression analysis with SPSS16.0.Empirical study has found that personal nostalgia, product style nostalgia, production process nostalgia, and advertising nostalgia has a positive relation with perceived value and time-honor brands loyalty. Family nostalgia only has a positive relation with perceived value. Perceived value has a positive relation with time-honor brands loyalty. Perceived value is a mediating variable in relation of personal nostalgia, product style nostalgia, production process nostalgia, and advertising nostalgia influence time-honor brands loyalty. Brand involvement moderates the relation between mood nostalgia and perceived value. Family nostalgia and interpersonal nostalgia didn’t get into regression function of brand loyalty. An explanation of this situation is that these two nostalgia emotion don’t directly linked with the time-honor product, so the impact is limited. The degrees of three preference nostalgia factors influencing brand loyalty are also different. Advertising nostalgia has the most significant influence to time-honor brand loyalty, and then is product style nostalgia, production process nostalgia is ranked last.According to the research results, this paper proposed four practical measures to revive the time-honor brands. Enterprise should shape the brand image of the time-honor brands to pass a unique brand culture. Make sure of reliable brand quality to maintain a good brand reputation. Make good use of nostalgia marketing to strengthen the emotional link between consumers and time-honor brands. Emphasize nostalgic as well as innovation to revive time-honor brands.Compared with the previous studies, this paper attempts two theoretical innovations:firstly, it breakthough the traditional perspective of innovation, and focuse on consumer nostalgia. Secondly, it proves the intermediary role of perceived value for consumer nostalgia and brands loyalty.