A growing attention has been paid to nostalgia in the area of consumer behavior and marketing for the last twenty years. However, to date, there is no research yet about the influence of packaging evoking nostalgia on consumer-based brand equity. This paper is the continuation of the doctoral dissertation of Bartier (2014). It is based on the findings of the latter and tackles some of its limitations and future research options. The concept of brand nostalgia, including its three dimensions, i.e. perceived oldness, personal- and historical memories, has been at the center of our study by using the related multi-dimensional scale developed by Bartier. This quantitative research was conducted by analyzing the response of a nearly representative sample of the Belgian population, composed by 242 French-speaking and 193 Dutch-speaking consumers who were exposed to a traditional packaging of the brand Delacre. This brand was selected after a qualifying test conducted in supermarkets. This paper aims to identify the relationship between packaging evoking nostalgia and the different dimensions of consumer-based brand equity. Moreover, special attention has been paid to moderators. Indeed, the influence of the classic moderators such as age, gender and nostalgia proneness has been debated in the literature. Furthermore, the cultural aspect has been mentioned several times as a possible influencer for brand nostalgia. By analyzing and comparing both Flemish and French communities of Belgium, a cross-cultural study has been made possible. Finally, preference towards packaging has been analyzed and out of this general conclusions regarding taste and attitude were made. Our findings demonstrate that significant cultural differences exist, but responses go along in the same line. Preferences towards different kinds of packaging, however, show interesting dissimilarities. Moreover, packaging proves to have a significant effect in the formation of consumer based-brand equity, but has a relative small impact on brand nostalgia. ...