THE ROLE OF NOSTALGIA PRONENESS IN THE EFFECT OF BRAND IMAGE, CORPORATE IMAGE, BRAND TRUST AND CONSUMER INVOLVEMENT ON EMOTIONAL ATTACHMENT: GLOBAL VS. LOCAL BRAND

Nostalgia is an ‘‘individual’s desire for the past or a liking for possessions and activities of days gone by’’ (Holbrook, 1993:245). For the past few decades nostalgia has been widely used in marketing in order to evoke positive feelings (Holak et al., 2007). Hence, the aim of this study is to assess the role of nostalgia proneness in the effect of brand image, corporate image, brand trust and involvement on emotional attachment. The conceptual model is tested empirically against consumers of different levels of nostalgia proneness (low/high). Additionally a comparison is made between a global and a local brand. Convenience sampling was used and data were collected from 643 consumers in Istanbul using face to face interviews. Multiple regression analyses were used to test the hypotheses. The results showed that all of the independent variables had statistically significant effects on emotional attachment for both levels of nostalgia proneness and for the global and the local brands. However, differences exist for the two samples (low/high nostalgia prone) and the two brands (？aml？ca and Coca Cola) regarding the most effective variables on emotional attachment