The influence of openness to experience and nostalgia proneness on brand loyalty

The purpose of this paper is to examine the joint effect of two composite characteristics –openness to experience (OE) and nostalgia proneness (NP) – on product involvement (PI) and whether brand loyalty (BL) is a result of this PI.

In accordance with this purpose, a model suggesting that OE dimension of the five-factor model and NP influences PI and PI influences BL was developed and tested. The data used in the study were obtained from 1,392 participants from the Thrace region of Turkey. The authors use a structural equation model to test and confirm hypothesis.

OE influences PI and hence BL. On the other hand, it has been concluded that NP has no significant influence on PI.

This is the first study to examine the influence of OE, one of the personality traits, and NP on BL. In this study, only OE, which is one of the five-factor personality traits, has been examined. Studies in the future may research the relationship between other personality traits and NP, PI and BL.

This paper provides managerial insights into why consumers’ personality traits and NP need to be taken into consideration in creating BL.

To the best of authors’ knowledge, the influence of OE and NP on BL has not been addressed in the current literature. Personality traits and NP are closely related to individuals’ behaviors as a consumer. Understanding the factors that influence consumer purchase decision processes is of crucial importance to managers and researchers alike. The paper is of great value for firms that consider enhance BL.