Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self?brand connections

This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope loneliness that may be caused absence of intimate relationships close others. The authors also examine mediating roles played nostalgia materialism on reinforcement brand loyalty in this process using a multistage model. An online survey 456 Malaysians working adults supports all hypotheses. Specifically, has positive associations materialism, both mediate between connections. Self-brand attachment, turn mediates association loyalty. discuss theoretical contribution managerial implications these findings.