NOSTALGIA AND BRAND ATTACHMENT: THEORETICAL FRAMEWORK AND APPLICATION IN THE CASE OF A TUNISIAN ADVERTISING

As studied in recent consumer research, the relationship between the nostalgia and brand attachment seems to be neglected for a while. Marketing literature reveals many studies interested by the nostalgia characteristics and its effects on consumer behavior in general and the attitude to brand, in particular. However, questions remain concerning whether the relationship between nostalgia and brand attachment can be regarded as a positive one. To this end, this research presents an integrative model and investigates the relationship between the nostalgia and the brand attachment in the specific case of a Tunisian advertising. The results of a quantitative research conducted among 112 consumers exposed to a television advertisement prove that only age and nostalgic events explain the nostalgia proneness of the Tunisian consumer. [PUBLICATION ABSTRACT]