The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty

Fatih Pinarbasi and Ceyda Aysuna Turkyilmaz
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Fatih Pinarbasi: School of Business, Istanbul Medipol University, Istanbul, Turkey.
Ceyda Aysuna Turkyilmaz: Marmara Universitesi, ISletme Fakultesi, Isletme Bolumu, Bahcelievler Kampusu, Bahcelievler, Itanbul/Turkiye

International Journal of Research in Business and Social Science (2147-4478), 2017, vol. 6, issue 2, 13-25

Abstract: Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty. Key Words:PWYW, Retro Marketing, Nostalgia, Retro Brand, Experience

Date: 2017
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