طراحی مدل اثر نوستالوژی بر برندسازی (رویکرد مدل سازی ساختاری تفسیری فراگیر)

Aim and Introduction
In today's competitive conditions, one of the ways to increase sales is to pay attention to branding. The nature of competition has made organizations more sensitive to branding and differentiating themselves from competitors; So that proper branding can create a healthy emotional bond with consumers and make organizations reach their goals. The need to identify consumer preferences and formulate a suitable brand strategy for it has made branding an important issue. A successful branding should lead to the creation of a suitable and correct image in the minds of consumers. The image that the brand creates in the minds of consumers will have a great impact on their behavior and interactions; Among these behaviors, we can mention buying the product and recommending the purchase of the product to others. When this imagery is accompanied by the stimulation of feelings, emotions and consistency with the brand, it can lead to more favorable results. In this context, nostalgic branding can respond to the needs, feelings and emotions of consumers by recalling the memories of the past and lead to the purchase of the product by them. Researches have shown that nostalgia increases positive feelings and emotions in people. Kaplan claimed that the joy and pleasure that nostalgia induces directs the mentality of people to prefer the product brand. Nostalgic tendencies are related to the consumers' feelings towards the product brand and determine the consumers' priority in choosing the brand and their positive thoughts and emotions towards it, and by recalling the good feelings of the past and associations. Positives also create a deep emotional bond with the brand. When choosing and preferring a brand, people make subjective evaluations in addition to rational evaluations, and brands that can establish deep emotional bonds with consumers will not only have the ability to create brand heritage. They also increase their market share. Researches have shown that many times people buy brands instead of buying a product, and people who have an emotional attachment to a particular brand have a greater tendency to buy this brand And they have to pay more for it. Brands with components such as heritage, credibility, stability and authenticity are gaining more popularity and can reduce stress and uncertainty in consumers by creating memories of the past. The subject can also lead to brand preference by them. For example, Nokia was able to increase the sales of its products after a big failure in product sales by re-introducing its brand and recalling past feelings and creating emotional links. Today's markets are not the arena of product competition, but the scene of confrontation between commercial brands, and brands with a nostalgic theme have a kind of strong communication power with consumers that competitors cannot easily imitate and are the basis for differentiation.
In the conditions of today's competitive markets, the reduction of the market share due to the existence of strong competitors and the existence of substitute products is considered as the most important issue facing commercial enterprises, which has also become one of their main concerns and according to the importance and orientation of consumers' preferences towards nostalgia, the present research tries to provide a comprehensive and comprehensive model in the field of the impact of nostalgia on branding, to help commercial enterprises to achieve a Competitive advantage helps to increase their market share. Therefore, the Aims of this research:
-Identifying variables related to the effect of nostalgia on branding.
- Designing a model of the effects of nostalgia on branding using ISM and TISM techniques.

Methodology
In this research, by reviewing theoretical literature and relevant background and interviewing experts, the most important variables related to the impact of nostalgia on branding were identified; Then, using the fuzzy Delphi screening method, the relationships between the variables and their hierarchical level were determined by structural interpretive modeling; In addition to that, indirect relationships between the variables have also been specified by using comprehensive structural interpretive modeling.

Findings
To implement the structural interpretative modeling technique, the following steps were followed, including: 1. Obtaining the structural matrix of the internal relationships of the variables, 2. Obtaining the consistent achievement matrix, 3. Determining the level and priority of the variables, 4. Drawing the model and In the implementation of comprehensive structural interpretive modeling technique, interactive matrix formation and model formation by displaying direct and indirect relationships between data, then the direction-dependence power analysis (MIC-MAC) was performed.

Discussion and Conclusion
The main goal of this research is to design a model of the effect of nostalgia on branding. To achieve this goal, after studying and reviewing the literature and background related to the research topic and using the opinions of experts, Twenty three variables were extracted and after screening the variables with the fuzzy Delphi technique, thirteen variables remained and using the modeling technique Interpretive structuring was placed in Seven levels; Then, for further interpretation and specifying the indirect relationships between the variables, comprehensive interpretive structural modeling technique was used. According to the model, at the lowest level, there are the variables "psychological break", "personal insecurity", "fantasy" and "self-alienation", which act as the cornerstone of the model. They lead the system and cause nostalgic tendencies in people. These variables are considered as strong guiding variables in branding that need more attention. In the sixth level of the model, the variables of nostalgic attractions, nostalgic tendencies and brand age are located. Nostalgic attractions are historical photos (black and white), sepia colors (red-brown), popular characters from childhood stories, childhood games, etc.