The Power of Emotion: How Nostalgia and Trust Drive Brand Engagement Through Emotional Involvement

Abstract

With today's fast-moving market, comprehension of the psychological factor influencing consumers' buying decisions is key to effective brand engagement. The research analyzed the contributions of nostalgia proneness and trust in brand to shaping emotional involvement and its associated effects on brand engagement. With a quantitative research method, 309 consumers of South Punjab, Pakistan, were collected data from to analyze how emotional involvement mediates the associations among nostalgia proneness, brand trust, and brand engagement. The results reveals that both nostalgia proneness and brand trust positively influence emotional involvement, which has a positive effect on brand engagement. Additionally, emotional engagement acts as an essential mediator, enhance the indirect impact of trust and nostalgia on brand engagement. These findings underscore the significance of emotional ties in consumer-brand relationships, offering beneficial perception to marketers who seek to instigate greater engagement. This study adds to branding and consumer behavior scholarship by shifting the spotlight to the psychological and emotional aspects of brand engagement, especially in developing countries such as Pakistan.