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Brand Attachment and Brand Loyalty: The Moderating Role of Nostalgic Connections

Author

Listed:
  • Zineb Rhajbal

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

  • Mustapha Khouilid

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

  • Layla Saligane

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

  • Abdellatif Chakor

    (Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal])

Abstract

The development of the client portfolio has become at the heart of the business policies of companies. Managers are increasingly paying attention to their brand strategies and are focusing on strengthening the brand-consumer relationship. The objective of this paper is to study the relationship between the dimensions of brand attachment and the dimensions of fidelity while analysing the moderating role of nostalgic connections on this relationship. An empirical study was carried out on an accidental sample of 210 people. The results of structural modelling relate the positive and significant impact of addictive attachment on attitudinal and behavioural fidelity, while the attachment of friendship has a negative impact on both dimensions of loyalty. The moderating role of nostalgic connections has been rejected because of the inconsistency between the desire to recall a period of life or a person with the quality (happy or unhappy) of the period in question.

Suggested Citation

  • Zineb Rhajbal & Mustapha Khouilid & Layla Saligane & Abdellatif Chakor, 2017. "Brand Attachment and Brand Loyalty: The Moderating Role of Nostalgic Connections," Post-Print hal-01542597, HAL.
    • Handle: RePEc:hal:journl:hal-01542597
    DOI: 10.9790/0837-2206082434
    Note: View the original document on HAL open archive server: https://hal.science/hal-01542597
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    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Holbrook, Morris B & Schindler, Robert M, 1989. "Some Exploratory Findings on the Development of Musical Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 119-124, June.
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    4. Kleine, Susan Schultz & Kleine, Robert E, III & Allen, Chris T, 1995. "How Is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 327-343, December.
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    Keywords

    Addictive attachment; attitudinal fidelity; behavioural fidelity; friendship attachment; nostalgic connections;
    All these keywords.

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