The bright side of collective nostalgia: the influence on purchase intentions of corporate heritage brand products

Purpose This study examines the mechanism of action by which collective nostalgia influences the purchase intention of corporate heritage brand products. Specifically, we are committed to resolving the theoretical ambiguity of how collective nostalgia (as opposed to individual nostalgia) shapes consumer behavior through dual-processing pathways. Design/methodology/approach Through strict screening criteria, we systematically collected 486 valid questionnaires from consumers with collective nostalgia experience and used Mplus 8.0 software to empirically analyze the structural equation modeling. Findings The study found three key conclusions: first, collective nostalgia can directly and positively predict the purchase intention of corporate heritage brand products; second, it has an indirect effect through the chain mediation of perceived quality and perceived value and third, self-concept connection constitutes an independent mediation path. Originality/value This study extends the theoretical boundary of nostalgia research from the individual dimension to the collective dimension, revealing that collective nostalgia activates the dual mechanisms of cognitive appraisal and identity at the same time. The findings provide actionable insights for corporate heritage brands to design emotionally resonant marketing strategies in the age of the experience economy, especially to utilize collective memory to realize brand revival.