A Study on the influence of childhood Nostalgia Marketing and brand Attachment on Brand Loyalty in the Indian confectionery Market

Abstract

Marketers looking to cultivate customer emotional attachment and brand loyalty now find that nostalgia marketing is a potent weapon. In the Indian market, nostalgia marketing's effects on emotional connection and brand loyalty are the focus of this study. Using validated measures for brand loyalty, emotional attachment, and nostalgia marketing, data was gathered from a sample of Indian consumers. To investigate the connection between nostalgia marketing and these factors, the data was then examined. The findings show a strong correlation between nostalgia marketing and emotional attachment as well as brand loyalty. The study offers insightful information to marketers that want to increase consumer loyalty and emotional connection to their companies by using nostalgia into their campaigns.