Centennial Brand Heritage: Exploring How the Dynamic of Nostalgia Drives Trust, Satisfaction, Commitment, and Control Mutuality in Gen Z's Consumer Brand Relationships

Centennial brands, with a history spanning over a hundred years, continue to foster strong consumer-brand relationships despite evolving consumer behaviors and technological advancements. This dissertation explores the critical role of nostalgia in shaping and sustaining consumer-brand relationships (CBRs) between Generation Z (Gen Z) and centennial brands, specifically Disney, Coca-Cola, and Target. By applying the Relationship Management Theory (RMT), this work examines the role of nostalgia in fostering trust, satisfaction, commitment, and mutuality of control, key relational outcomes of the Organization-Public Relationship (OPR), which are essential for building lasting relationships between, in this case, brands and consumers. A qualitative methodology was employed, as the research aims to explore this topic from an exploratory, consumer-centric perspective. Semi-structured interviews investigated how Gen Z perceives and interacts with centennial brands through nostalgic elements, including brand heritage, storytelling, and engagement strategies. The findings reveal that nostalgia functions not only as an emotional anchor but also as a strategic lens for evaluating brand authenticity, consistency, and alignment with Gen Z's values. This research contributes to academic discourse by integrating OPR dimensions with nostalgia theory. It offers practical guidance for legacy brands seeking to foster long-term, emotionally resonant relationships in an era of cultural flux and digital saturation.

Grantor dc:publisher

University of Alabama Libraries

Year dc:date.issued

2025

Author dc:creator

• Dempsey, Jennifer Darlene Brown

Advisors dc:contributor.advisor

• Brown, Kenon
• Kanthawala, Shaheen

Contributors dc:contributor

• Morgan, Rob
• Brinson, Nancy
• Allaway, Arthur

• Centennial Brands
• Consumer Brand Relationship
• Gen Z
• Nostaliga
• Relationship Management- OPR

Statement dc:rights

• All rights reserved by the author unless otherwise indicated.

Language dc:language.iso

en_US, English

Dc Identifier Other

1203913

OAI identifier oai:identifier

oai:ir.ua.edu:123456789/17618