Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

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

    82287.pdf (1.117Mb)
    Access Status
    Open access
    Authors
    Loh, Huey Shee
    Gaur, Sanjaya Singh
    Sharma, Piyush
    Date
    2020
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Loh, H.S. and Gaur, S.S. and Sharma, P. 2020. Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism and self-brand connections. Psychology and Marketing.
    Source Title
    Psychology and Marketing
    DOI
    10.1002/mar.21452
    ISSN
    0742-6046
    Faculty
    Faculty of Business and Law
    School
    School of Marketing
    Remarks

    This is the peer reviewed version of the following article: Loh, H.S. and Gaur, S.S. and Sharma, P. 2020. Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism and self-brand connections. Psychology and Marketing, which has been published in final form at https://doi.org/10.1002/mar.21452. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

    URI
    http://hdl.handle.net/20.500.11937/82245
    Collection
    • Curtin Research Publications
    Abstract

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

    Related items

    Showing items related by title, author, creator and subject.

    • Drivers and Consequences of City Brand Love – Unravelling Tourists’ Love for Perth, WA
      Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)
      City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
    • The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model
      Shimul, Anwar Sadat ; Phau, Ian (2023)
      Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A ...
    • Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?
      Shimul, Anwar Sadat ; Faroque, A.R.; Cheah, Isaac (2024)
      Purpose: This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.