I love to hate you: Loyalty for disliked brands and the role of nostalgia

Brand loyalty has been a popular research area for the previous decades, and concepts such as satisfaction, trust, repurchase behavior and positive brand image have been associated with brand loyalty as antecedents of the concept. This study investigates how much satisfaction actively is required fo...

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Bibliographic Details
Published in:The journal of brand management 2015-02, Vol.22 (2), p.136-153
Main Authors: Demirbag-Kaplan, Melike, Yildirim, Cansu, Gulden, Selin, Aktan, Damla
Format: Article
Language:English
Subjects:
Behavior
Brand equity
Brand loyalty
Business and Management
Competitive advantage
Consumer attitudes
Consumer behavior
Consumers
Customer satisfaction
Customer services
Decision making
Investigations
Management
Marketing
Original Article
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Summary:Brand loyalty has been a popular research area for the previous decades, and concepts such as satisfaction, trust, repurchase behavior and positive brand image have been associated with brand loyalty as antecedents of the concept. This study investigates how much satisfaction actively is required for the development of brand loyalty, focusing on the cases in which loyalty is retained in spite of being disliked. This qualitative study employs 14 semi-structured interviews and for the first time in the literature reveals that nostalgia may play an important role in maintaining an otherwise failed brand relationship, among other factors previously noted.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2015.10