From Nostalgia to Innovation: A Pilot Exploration on Emotional Attachment in the Rebranding of Legacy Brands

As market dynamics and consumer preferences continue to evolve, many legacy brands face the challenge of brand aging, often resulting in declining consumer interest and loyalty. To address this issue, companies increasingly adopt brand revitalization strategies that integrate innovation and rejuvenation efforts to re-engage consumers and strengthen emotional connections. This study examines how nostalgic elements can be effectively combined with contemporary innovations during the revitalization of aging brands. Drawing on Social Identity Theory and nostalgia-driven purchase behavior models, this research explores how such integration influences consumers’ emotional attachment, brand attitudes, and purchase intentions. A qualitative research design was employed, involving in-depth interviews with three consumers aged 20–25 years. The study aims to provide preliminary insights into cognitive and emotional mechanisms rather than broad generalizations. Initial findings highlight the significance of maintaining emotional continuity with consumers’ past experiences in enhancing innovation acceptance and reinforcing brand loyalty. This research contributes to the understanding of consumer psychology in legacy brand revitalization and lays the groundwork for future large-scale quantitative studies.