التكامل الاقتصادي
Volume 14, Numéro 1, Pages 441-458
2026-03-31
The Mediating Role Of Brand Trust In The Relationship Between Nostalgic Connections And Consumer Satisfaction: Empirical Evidence From The Algerian Market
Authors : Hellabi Zoubeyda .
Abstract
This study examines how brand trust functions as a mediator in the Algerian market's relationship between nostalgic connections and customer satisfaction. Partial least squares structural equation modeling (PLS-SEM) was used to analyze data collected from 387 customers using an open-ended product selection approach to capture genuine nostalgic experiences. The findings show that nostalgic ties greatly increase brand trust, which in turn has a positive impact on customer satisfaction, suggesting partial mediation. While the degree of mediation varies by product category—it is strongest in food and beverage products and weakest in technology products—the direct impact of nostalgic connections on satisfaction is still substantial. These results highlight the usefulness of comprehending consumers' emotional connections with brands and apply nostalgia marketing theory to North African contexts. The study highlights the significance of using nostalgia to promote trust and satisfaction and provides practical insights for brand managers in developing markets with rich cultural heritage.
Keywords
consumer satisfaction ; brand trust ; nostalgic ties ; mediation ; Algeria
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