Abstract
PurposeThe present study aims to deepen the understanding of the relationship between nostalgic brand positioning, nostalgic brand relationship dimensions and brand love.Design/methodology/approachThis study is based on the data collected from 401 citizens of Tehran aged over 18 years old. Respondents admitted that they have felt love for at least one Iranian brand in their lives. The data collected from a questionnaire and the hypothesized relationships were analyzed using the partial least squares approach using Smart PLS.FindingsThe results showed that nostalgic brand positioning positively and significantly impacts nostalgic brand relationship dimensions. Also, there was a positive and significant relationship between nostalgic brand relationship dimensions and brand love. Nostalgic brand positioning has a significant effect on brand love through the mediating role of the nostalgic brand relationship.Originality/valueThe major contribution of this research is that, based on the construal level theory and literature review, the authors developed a conceptual model in which nostalgic brand relationship dimensions, i.e. emotional attachment, brand local iconness, and brand authenticity, explain how nostalgic brand positioning results in brand love.
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