Analysis of the Driving Path of Nostalgia Marketing on Brand Extension Evaluation

Abstract

In the current competitive market environment, nostalgia marketing has emerged as a significant strategy for brand extension by fostering emotional resonance. Existing research has yet to systematically elucidate its intrinsic driving pathways. This study proposes that nostalgia marketing influences brand extension evaluation through three distinct pathways: nostalgic trust simplifies cognitive processing; emotional resonance facilitates the transfer of positive attitudes; and self-connection achieves profound identity recognition. These three pathways form a progressive mechanism from cognition to emotion and exhibit mutually reinforcing effects. The multi-path theoretical model developed in this research breaks through the traditional limitation of attributing nostalgic effects merely to emotional factors, providing a new perspective for understanding the operational mechanism of nostalgia marketing and offering practical implications for brand extension strategies.