Brand personality and purchase intention: The dual-mediating effects of brand attachment and nostalgia proneness

Abstract

We examined the roles of brand attachment and nostalgia proneness in the relationship between the brand personality and purchase intention. Participants were 352 Chinese consumers (during the collection of the questionnaires, age ranges were set, but specific age numbers were not obtained; thus no calculation of standard deviation and mean was made in this study, as age itself has no impact on the research results). Participants completed measures of brand personality, brand attachment, nostalgia proneness, and purchase intention. Following path analysis and bootstrapping techniques, we found a significant positive correlation between purchase intention and brand personality. Moreover, brand attachment and nostalgia proneness functioned as dual mediators in this relationship. These results corroborate the theory that enhancing brand personality strengthens consumers’ emotional attachment and evokes nostalgia, thereby increasing brand purchase intention.