Emotional Brand Attachment as a Pathway to Brand Nostalgia, Brand Involvement and Brand Forgiveness

• Published in: International review of management and marketing Vol. 15; no. 5; pp. 1 - 6
• Main Authors: Hongthong, Patcharee, Jaroenwanit, Pensri, Nelson, James E., Khalid, Bilal
• Format: Journal Article
• Language: English
• Published: Mersin EconJournals 22.08.2025

This study explores the relationships between Emotional Brand Attachment (EBA), Brand Nostalgia, Brand Involvement, and Brand Forgiveness, focusing on their roles in consumer-brand recovery dynamics. Using Emotional Brand Attachment Theory and Structural Equation Modeling (SEM), the findings reveal...