Abstract
This study investigates how nostalgia marketing (stimulus) influences customer retention (response) through mediating roles of consumer cognitions and emotions (organism). Besides, brand equity that encompasses brand awareness, perceived quality, association, and loyalty; the moderating effects of narrative structure and parasocial relationships. The study employed a quantitative approach from 438 consumers in Ho Chi Minh City via online survey. The proposed model was analyzed by using PLS-SEM. Results, nostalgia marketing was found to have a significant positive impact on both consumer cognitions and emotions. These cognitive and emotional responses, in turn, significantly predicted all four dimensions of brand equity, which subsequently led to higher customer retention. Furthermore, both narrative structure and parasocial relationships were confirmed as significant moderators, amplifying the initial impact of nostalgia marketing on consumer responses. This study extends the literature by validating a dual-pathway model and offers practical insights for FnB marketers seeking to foster enduring customer loyalty.
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