Öz
As a result of changing market conditions and increasing competition, it has become important for brands to appeal to the emotions and establish bonds with them from the perspective of producers. Emerged in this context, the concept of retro means re-presentation by producers to consumers of products or services that revive past emotions and longings of individuals when they remember from their past. The study aimed to determine the individual factors that affect attitudes of consumers towards retro products after the concept of retro marketing is examined. The questionnaire, which was developed for the study, was applied to 1036 people. Factor Analysis, Reliability Analysis, T-test Analysis and Anova Test were performed. According to the results of analyses, which were made in order to determine the difference in attitudes of consumers towards retro products in terms of demographic factors, it was found that there is a significant difference in consumer attitudes based on gender, age, educational background and income status. When it comes to the marital status variable, it was concluded that there is no difference in attitudes of consumers towards retro products.
Anahtar Kelimeler
Kaynakça
- Back, K. J. and Parks, S. C., (2003). “A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality and Tourism Research, 27(4), 419-435.
- Belk, W. R., (1990). “The Role Of Possessıons In Constructıng And Maıntaınıng A Sense Of Past”, Advances in Consumer Research, 17, 669-676.
- Brown, S., (1999). “Retro-Marketing: Yesterday's Tomorrows, Today!”, Marketing Intelligence and Planning, 17(7), 363-376.
- Brown, S., (2001). Marketing - The Retro Revolution, Sage Publication.
- Brown, S., Kozinets, R., and Sherry, F. J., (2003). “Teaching Old Brands New Tricks: Retro Marketing and the Revival of Brand Meaning”, Journal of Marketing, (67), 19 - 33.
- Cooper-Martin, E., (1993). “Effects of Information Format and Similarity Among Alternatives on Consumer Choice Processes”, Journal of the Academy of Marketing Sciences, 21, 239-246.
- Davis, F., (1979). Yearning for Yesterday: A Sociology of Nostalgia, New York: Free Press.
- Demir, F. O., (2008). “Pazarlamanın Nostaljik Oyunu: Retro Markalama”, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 33, 29-41.
- Gårdh, V., (2009). Brand Heritage: Helping Strengthen the Brand Identity of Husqvarna Motorcycles, Stokholm : Jönköping University
- Holak, S. L., and Havlena, W. J., (1998), “Feeling, Fantasies and Memories: An Examination of the motional Components of Nostalgia”, Journal of Business Research, 42, 217-226.
- Levinson, J.C., (2008). “Guerilla Insights”, www.gmarketing.com/tactics/weekly167. html, 20.01.2017.
- Ogechukwu, D. A., (2013). “Retro-Marketing: The Art of Bringing Back to Life/Revatilising an Old Brand (Product) – The Nigerian Experience”, Universal Journal of Management and Social Sciences, 3(3), 16-48.
- Sahney, S., (2016). “Consumer Behavior”, http://nptel.ac.in/courses/110105029/pdf%20 sahany/Module.6-27.pdf., 25.04.2017.
- Urde, M., Greyser, S. A., and Balmer, J. M., (2007). “Corporate Brands With A Heritage”, Journal of Brand Management, 1(15), 4 - 19.
- Ursavaş, B. and Gümüş, B., (2015). “Bir Ölçek Geliştirme Çalışması: Retro Yatkınlığı”, 20. Ulusal Pazarlama Kongresi, Eskişehir.
Öz
Kaynakça
- Back, K. J. and Parks, S. C., (2003). “A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality and Tourism Research, 27(4), 419-435.
- Belk, W. R., (1990). “The Role Of Possessıons In Constructıng And Maıntaınıng A Sense Of Past”, Advances in Consumer Research, 17, 669-676.
- Brown, S., (1999). “Retro-Marketing: Yesterday's Tomorrows, Today!”, Marketing Intelligence and Planning, 17(7), 363-376.
- Brown, S., (2001). Marketing - The Retro Revolution, Sage Publication.
- Brown, S., Kozinets, R., and Sherry, F. J., (2003). “Teaching Old Brands New Tricks: Retro Marketing and the Revival of Brand Meaning”, Journal of Marketing, (67), 19 - 33.
- Cooper-Martin, E., (1993). “Effects of Information Format and Similarity Among Alternatives on Consumer Choice Processes”, Journal of the Academy of Marketing Sciences, 21, 239-246.
- Davis, F., (1979). Yearning for Yesterday: A Sociology of Nostalgia, New York: Free Press.
- Demir, F. O., (2008). “Pazarlamanın Nostaljik Oyunu: Retro Markalama”, İstanbul Üniversitesi İletişim Fakültesi Dergisi, 33, 29-41.
- Gårdh, V., (2009). Brand Heritage: Helping Strengthen the Brand Identity of Husqvarna Motorcycles, Stokholm : Jönköping University
- Holak, S. L., and Havlena, W. J., (1998), “Feeling, Fantasies and Memories: An Examination of the motional Components of Nostalgia”, Journal of Business Research, 42, 217-226.
- Levinson, J.C., (2008). “Guerilla Insights”, www.gmarketing.com/tactics/weekly167. html, 20.01.2017.
- Ogechukwu, D. A., (2013). “Retro-Marketing: The Art of Bringing Back to Life/Revatilising an Old Brand (Product) – The Nigerian Experience”, Universal Journal of Management and Social Sciences, 3(3), 16-48.
- Sahney, S., (2016). “Consumer Behavior”, http://nptel.ac.in/courses/110105029/pdf%20 sahany/Module.6-27.pdf., 25.04.2017.
- Urde, M., Greyser, S. A., and Balmer, J. M., (2007). “Corporate Brands With A Heritage”, Journal of Brand Management, 1(15), 4 - 19.
- Ursavaş, B. and Gümüş, B., (2015). “Bir Ölçek Geliştirme Çalışması: Retro Yatkınlığı”, 20. Ulusal Pazarlama Kongresi, Eskişehir.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Haziran 2017 |
| Yayımlandığı Sayı | Yıl 2017 Cilt: 5 Sayı: 1 |
Nişantaşı Üniversitesi kurumsal yayınıdır.