Design evaluating model of Nostalgic behavior on brand heritage, brand attitude and product authenticity, preference for nostalgic products (case study: Nostalgic shopping center in Tehran)

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behaviors on consumer behavior has critical role in actual purchase. In the present study, we first examine the effect of nostalgic behaviors include: nostalgic tendencies, nostalgic feelings, intensity nostalgic on brand heritage, brand attitude. Then the effect of product authenticity, preference for nostalgic products on nostalgic behaviors investigate. Later on the effect of nostalgic behaviors, brand heritage, brand attitude on purchase intentions (PI) investigate and finally, the effect of PI on actual purchases measure. The methodology of has two stages: stage one examine using Exploratory Factor Analysis (EFA) and the second stage using structural equations (SE). The findings and results of this research indicate that nostalgic behaviors are significantly relate brand heritage, brand attitude. Nostalgia behaviors, brand attitude affect purchase intention, but brand heritage is not significantly relate purchase intentions. Finally purchase intentions are significantly relate purchase behavior.