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

Demirbag-Kaplan M., Yildirim C., Gulden S., Aktan D.

JOURNAL OF BRAND MANAGEMENT, vol.22, no.2, pp.136-153, 2015 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 22 Issue: 2
  • Publication Date: 2015
  • Doi Number: 10.1057/bm.2015.10
  • Journal Name: JOURNAL OF BRAND MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.136-153
  • Keywords: brand loyalty, brand dislike, brand avoidance, nostalgia, brand relationship, ANTI-CONSUMPTION, CONSUMERS, SATISFACTION, ATTITUDES, CONSEQUENCES, POSSESSIONS, CONNECTION, PURCHASES, EMOTIONS, IDENTITY
  • Dokuz Eylül University Affiliated: No

Abstract

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.