Using brands to reconnect with our shared past: brand nostalgia in romantic relationships

Abstract

Purpose The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic relationship. Design/methodology/approach This research uses survey data (n = 656) and relies on structural equation modeling to test the hypotheses. Findings Relationship brand nostalgia has implications for how the relationship partners use the brand together as part of celebrating special occasions, how connected the brand is to their relational identity and how upset they would be if the brand was discontinued. Additionally, interpersonal relationship characteristics (relationship satisfaction and relationship power) influence these outcomes of relationship brand nostalgia. Research limitations/implications The findings from this research show that it is important to account for real (experienced) brand nostalgia when considering behavioral and emotional implications of nostalgia in consumer–brand relationships. Specifically, brand use as part of early romantic relationship milestones influences the creation of nostalgic brand meanings, which in turn influence shared brand use, relational brand connections and brand separation distress. Practical implications Brand managers can increase relational brand connections and brand separation distress by encouraging shared brand use as part of romantic relationships milestones. Originality/value This research addresses gaps in extant research by examining the outcomes of relationship brand nostalgia, which is defined as brand nostalgia anchored in shared brand use that occurred as part of early relationship milestones.