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

DEMİRBAĞ KAPLAN M., Yildirim C., Gulden S., Aktan D.

JOURNAL OF BRAND MANAGEMENT, cilt.22, sa.2, ss.136-153, 2015 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 22 Sayı: 2
  • Basım Tarihi: 2015
  • Doi Numarası: 10.1057/bm.2015.10
  • Dergi Adı: JOURNAL OF BRAND MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.136-153
  • İstanbul Teknik Üniversitesi Adresli: Evet

Özet

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.