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

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

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 no...

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Bibliographic Details
Main Authors: Loh, Huey Shee, Gaur, Sanjaya Singh, Sharma, Piyush
Format: Journal Article
Published: Wiley-Blackwell 2020
Online Access:http://hdl.handle.net/20.500.11937/82245

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