603 Nostalgia is considered one of the effective marketing instruments used owing to its beneficial influence on consumer behavior toward a brand. Nostalgia emotions might evoke positive experiences, memories and love towards a brand that can enhance brand loyalty. The purpose of this research is to investigate the role that nostalgia emotions play in increasing brand trust, attachment and love, and how this brand love can lead to brand loyalty. Data was gathered through an online questionnaire. The study population consisted of players of Nintendo games. 431 questionnaires were distributed. A total number of 393 complete and valid questionnaires were collected with a response rate of 91.2%. Results revealed that nostalgia emotions have a significant positive effect on both brand trust and brand attachment and that brand trust and brand attachment were significantly and positively related to brand love that affects brand loyalty.  Also, the results showed that both brand trust and brand attachment mediate the relationship between nostalgia emotions and brand love. The results suggested that marketers should consider nostalgia while developing the organization’s marketing strategy as it can have a deep impact on consumer behavior toward the brand. https://doi.org/10.24052/JBRMR/V20IS01/ART-01 https://jbrmr.com/details&cid=603 https://jbrmr.com/cdn/article_file/2025-10-21-18-16-44-PM.pdf Volume 20 Issue 01 57 2025-10-01 2025-10-21 no Nostalgia emotions brand trust brand attachment brand love brand loyalty Nintendo games none 102683 246 0 Heba Abdel Wahab Department of Business Administration, Faculty of commerce and business administration, Future University in Egypt, Cairo, Egypt Sahar Ahmed Nagaty Department of Business Administration, Faculty of Management Sciences, Sadat Academy for Management Sciences, Cairo, Egypt