The Mechanism of Nostalgic Sentiment in Brand Identity Formation: An Empirical Study Based on 500 Questionnaires from Generation Z

DOI: https://doi.org/10.62517/jbm.202509608

Author(s)

Mingze Sun

Affiliation(s)

University of Jinan, Jinan, Shandong, China

Abstract

Nostalgia, as an emotional recollection of past experiences, has become an important means for people to seek psychological comfort in today's rapidly changing social environment. This sentiment evokes a sense of familiarity within, alleviating the pressures of reality. Meanwhile, nostalgia has evolved into a prominent trend in the consumer sphere. In the realm of marketing, companies have begun leveraging consumers' nostalgia in brand promotion, advertising design, and product promotions, achieving notable success. Whether it's retro-designed products or cultural content recreating bygone scenes, both have gained consumer favor-particularly among Generation Z, who place a strong emphasis on emotional connections. Based on this, this study utilizes data from 500 valid questionnaires to construct a theoretical model with psychological distance as the mediating variable, systematically analyzing the pathways through which nostalgic sentiment influences brand identity. The findings reveal that nostalgic sentiment not only directly enhances brand identity but also indirectly elevates identity levels by narrowing the psychological distance between consumers and brands. These discoveries provide crucial theoretical foundations and practical guidance for brands to implement precise nostalgic marketing and establish deep emotional connections.

Keywords

Nostalgia; Psychological Distance; Brand Identity; Generation Z

References

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