브랜드 충성도를 높이는 데 있어 브랜드 노스탤지아의 역할:브랜드 열정, 브랜드 애정, 자기 브랜드 연결의 매개 효과

초록

This study examines the role of brand nostalgia in fostering brand loyalty within the hotel industry, with a specific focus on the mediating effects of brand passion, brand affection, and self-brand connection. Drawing on attachment theory and self-expansion theory, a conceptual model was developed and tested using data collected from 218 respondents through a professional consumer panel research firm. The results indicate that brand nostalgia positively influences brand passion and brand affection, which in turn significantly enhance brand loyalty. However, contrary to expectations, brand nostalgia did not significantly impact self-brand connection, nor did self-brand connection have a significant effect on brand loyalty. Mediation analysis confirmed that brand passion and brand affection serve as important mediating mechanisms between brand nostalgia and brand loyalty, while self-brand connection did not play a mediating role. These findings contribute to the literature by highlighting the emotional pathways through which nostalgia drives loyalty, suggesting that brand loyalty in the hotel context is primarily shaped by affective bonds rather than identity-related connections. Practical implications for hotel marketers include the importance of leveraging nostalgic elements to evoke passion and affection, thereby fostering stronger loyalty among customers. Limitations and directions for future research are also discussed.

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