消费者怀旧情感对品牌忠诚的影响

Effect of Consumer′s Nostalgia Feeling on Brand Loyalty

每个消费者都或多或少存在怀旧情感,企业很早就开始利用消费者的怀旧需求开展怀旧营销。消费者品牌关系是品牌忠诚的重要影响因素,而消费者怀旧水平对品牌信任与依恋有一定的影响,品牌信任和依恋对品牌承诺有很大的促进作用,品牌承诺是品牌忠诚的核心驱动因素。由此可见,消费者的怀旧情感可以通过品牌关系的中介而作用于品牌忠诚,企业可以通过开发各种营销策略,为消费者提供怀旧体验的平台,从而提高消费者的品牌忠诚度。

Every consumer is more or less nostalgic.Many companies have used nostalgia marketing strategy to meet the nostalgic demand of consumers for a long time.Consumer-brand relationship is an important factor of brand loyalty.The nostalgic level of consumers will affect brand trust and brand attachment to a certain extent,promote brand commitment and finally make brand lolayty.Thus,the nostalgica feeling can affect brand loyalty through the mediation of consumer-brand relationship.Companies should design some marketing strategies,and provide a platform for consumers to experience nostagia in order to increase brand loyalty for companies.