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The main objective of this study is to identify the effect of nostalgic feelings on consumer loyalty to the prevailing\udbrand following the extinction of a brand in a merger/acquisition process. We also propose an explanatory model\udof the relationships between tests of relevant constructs. Based on a review and theoretical reflection on the\udconstructs under study, this paper outlines a theoretical model in which attitudes in relation to both extinct and\udprevailing brands mediate the relationship between nostalgic feelings and customer loyalty, which was\udsubsequently analyzed by structural equation modeling. The results showed the effect of nostalgic feelings on\udcustomers’ attitudes toward both extinct and prevailing brands and the influence of switching costs on building\udbrand loyalty. The study contributed to the expansion of the theoretical framework on the subject of marketing by\uddeveloping and validating a comprehensive model that adds to existing research, expanding the horizon of the\udstudy of the phenomenon

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition