Abstract
As the economic environment and social culture change dramatically, nowadays there are numerous opportunities for the nostalgic brand in China to regain competitive advantages. Grounded on the affective, behavior, and cognition (ABC) model of attitude, this paper aims to clarify the relationship between customers nostalgic proneness, purchase intention, and brand cognition to explain the mechanism of nostalgic consumption. Taking the big white rabbit brand as an example, a structural equation model was used after the constructs were empirically confirmed by reliability and validity tests. Customers nostalgic proneness is found to be positively correlated with their brand cognition and the nostalgic brand is advised to fully exert its potential.
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