Presenting a Model of Nostalgic Branding Drivers

Today's markets are no longer just arenas for product competition; they have become battlegrounds for commercial brands. Brands can forge strong emotional connections with customers by tapping into their emotions. Nostalgic brands, in particular, have the ability to evoke positive emotions in consumers by triggering fond memories, thereby offering organizations a sustainable competitive edge. This study sought to construct a model that outlines the factors influencing nostalgic branding. To achieve this, 112 articles published between 2000 and 2023 were reviewed, with 29 ultimately selected, leading to identification of 23 variables. To ensure quality, these variables underwent screening using the fuzzy Delphi method and were evaluated by 20 experts. Subsequently, 13 variables were deemed most crucial and were integrated into a conceptual model comprising 3 categories: individual, psychological, and product characteristics. Fuzzy DEMATEL techniques were then employed to gauge the influence and effectiveness of these variables. Furthermore, fuzzy network analysis was utilized to ascertain the weight and significance of the factors and variables. The findings from fuzzy DEMATEL revealed that "psychological characteristics" held the highest influence with a value of 0.951, while "individual characteristics" were the most affected with a value of -0.094. Additionally, according to the fuzzy network analysis, "personal characteristics" were deemed the most significant with a value of 0.439 and "brand preference" emerged as the most significant variable with a value of 0.159.