Araştırma Makalesi
BibTex RIS Kaynak Göster

Yıl 2017, Cilt: 4 Sayı: 1, 158 - 170, 30.06.2017

Baran Arslan Abdullah Oz

https://doi.org/10.17261/Pressacademia.2017.531

Öz

Kaynakça

  • Aaker, D.A. (2001). Strategic Market Management: Global Perspective. New York: John Wiley & Sons, Inc.
  • Back, K. J. & 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.
  • Barringer, A.R. (2008). Customer Loyalty: An Exploration Of The Relationship Between Service Quality And Customer Intent To Return And Willingness To Recommend In The Restaurant Industry. Doctoral Thesis, Capella University.
  • Belk, W. R. (1990). The Role Of Possessıons In Constructıng And Maıntaınıng A Sense Of Past. Advances in Consumer Research, 17, 669-676.
  • Blythe, J. (2014). Principles and Practice of Marketing, California: Sage Publications.
  • Bowen, J.T. & Chen, S. L. (2001). The Relationship Between Customer Loyalty And Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Bozkurt, İ. (2004). İletişim Odaklı Pazarlama, İstanbul: MediaCat Yayınları.
  • Brown, S. (1999). Retro-Marketing: Yesterday's Tomorrows, Today!. Marketing Intelligence and Planning, 17(7), 363-376.
  • Brown, S. (2001). Marketing - The Retro Revolution, California: Sage Publication.
  • Brown, S., Kozinets, R. & Sherry, F. J. (2003). Teaching Old Brands New Tricks: Retro Marketing and the Revival of Brand Meaning. Journal of Marketing (67), 19 - 33.
  • Çatı, K.& Koçoğlu, C.M. (2008). Müşteri Sadakati İle Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • 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.
  • Dağdaş, G. (2013). İşletmelerde Retro Pazarlama Uygulamalarının Müşteri Bağlılığına Etkileri Üzerine Bir Araştırma. Yüksek Lisans Tezi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Davis, F. (1979). Yearning for Yesterday: A Sociology of Nostalgia. Free Press, New York.
  • Dayal S., Landesberg, H. & Zaısser, M. (2000). Building Digital Brands. The McKinsey Quarterly, 2, 42-51.
  • Demir, F. O. (2008). Pazarlamanın Nostaljik Oyunu: Retro Markalama. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 33, 29-41.
  • Dick, A.S. & Basu, K.(1994). Customer Loyalty: Toward an Integrated Conceptual Framewok. Journal of The Academy of Marketing Science, 22 (2), 99-113.
  • Duffy, D.L. (2005). The Evolution of Customer Loyalty Strategy. Journal of Consumer Marketing, 22(5), 284-286. Kurtz, D. (2008). Contemporary Marketing. USA: Thompson South-Western.
  • Duffy, D.L. (2005). The Evolution of Customer Loyalty Strategy. Journal of Consumer Marketing, 22(5), 284-286.
  • Erciş, A., Yapraklı, Ş. & Can, P. (2009). Güçlü ve Güçsüz Markalarda Marka Bilgisi, Marka İlişkileri ve Satın Alma Davranışları Arasındaki Farklılıkların İncelenmesi. Marmara Üniversitesi İİBF Dergisi, 26 (1), 157-190.
  • Ertuğrul, S. M. & Demirkol, Ş. (2007). Turistik Ürün Talebinde Markalaşma ve Önemi. Sosyal Bilimler Dergisi, (2), 61-70.
  • Fournier, S.& Yao, J.L. (1997). Reviving Brand Loyalty: A Reconceptualization Within The Framework of Consumer-Brand Relationships. International Journal of Research in Marketing, 14, 451-472.
  • Gårdh, V. (2009). Brand Heritage: Helping Strengthen the Brand Identity of Husqvarna Motorcycles. Stokholm : Jönköping University
  • Holak, S. L. & Havlena, W. J. (1998), Feeling, Fantasies and Memories: An Examination of the motional Components of Nostalgia, Journal of Business Research, 42, 217-226.
  • Holak, S. L., Havlena, W. J. & Matveev, A. V. (2006). Exploring Nostalgia in Russia: Testing the Index of Nostalgia-Proneness1. European Advances in Consumer Research, 7, 195 - 200.
  • Holbrook, B. M. & Schindler, M. R. (1991). Echoes of the Dear Departed Past: Some Work in Progress On Nostalgia. Advances in Consumer Research, 18, 330-333.
  • Holbrook, M. B. & Schindler, R. M. (1994). Age, Sex, And Attitude Toward the Past As Predictors of Consumers' Aesthetic Tastes for Cultural Products. Journal of Marketing Research, 3(31), 412- 422.
  • Jacoby, J. & Chestnut, R. (1978). Brand loyalty measurement and management. New York: Wiley.
  • Jensen, M.J.& Hansen, T. (2006). An Empirical Examination of Brand Loyalty. Journal of Product and Brand Management, 15(7), 442-449.
  • Jones, C. & Bonevac, D. (2013). An Evolved Definition Of The Term ‘Brand’: Why Branding Has A Branding Problem. Journal of Brand Startegy, 2 (2), 112-120.
  • Kotler, P. (2003). Kotler ve Pazarlama. İstanbul:Sistem Yayıncılık.
  • Kotler, P., Kartajaya, H. & Setiawan, I. (2011). Pazarlama 3.0., İstanbul: Optimist Yayınları.
  • Leverin, A.& Liljander, V. (2006). Does Relationship Marketing Improve Customer Relationship Satisfaction And Loyalty?. International Journal of Bank Marketing , 24(4), 232-251.
  • Levınson, J. C. (2008). Guerilla Insights , www.gmarketing.com/tactics/weekly167.html, Erişim Tarihi: 20.01.2017
  • Lim, H. J. (2005). Contingency Approach To A Consumer Loyalty Model; An Application To The Mobile Services Context. Doctoral Thesis, Purdue University.
  • Mao, J. (2010). Customer Brand Loyalty. International Journal of Business and Management, 5(7), 213-217.
  • McMullen, R. & Gilmore, A. (2008). Customer Loyalty; An Empirical Study. European Journal of Marketing, 42 (9/10), 1084-1094.
  • 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.
  • Pitta, D., Franzak, F.& Fowler, D. (2006). A Strategic Approach to Building Online Customer Loyalty: Integrating Customer Profitability Tiers. Journal of Consumer Marketing, 23(7), 421-429.
  • Singh, S. & Sonnenburg, S. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26, 189 - 197.
  • Toksarı, M. (2010). Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama. Doktora Tezi, Niğde Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tunç, D. (2007). Marka Tercihlerinin Oluşumunda Reklamların Tüketicinin Farklı Demografik Özelliklerine İlişkin Değişen Rolü. Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tuominen, P. & Kurikko, H. (2012). Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders. Technology Innovation Management Review , 12 - 17.
  • Urde, M., Greyser, S. A. & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 1(15), 4 - 19.
  • Ursavaş, B. & Gümüş, B. (2015). Bir Ölçek Geliştirme Çalışması: Retro Yatkınlığı, 20. Ulusal Pazarlama Kongresi, Eskişehir.
  • Wilson, L. J. (2005). Nostalgia: A Conceptual History, USA: Bucknell University Press.
  • Yaraş, E. (2005). Tüketicilerin Pazarlama Karması Kararları Ve Marka Değeri Algılamalarına Göre Kümeler Halinde İncelenmesi. İktisadi Ve İdari Bilimler Dergisi, 19(2), 349-372.

THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY

Yıl 2017, Cilt: 4 Sayı: 1, 158 - 170, 30.06.2017

Baran Arslan Abdullah Oz

https://doi.org/10.17261/Pressacademia.2017.531

Öz

With the rapid development of globalization, the transition was made
from industry society to information society. This has profoundly influenced
economic and social life, and as a result, marketing practitioners have
developed alternative methods of reaching consumers. One of these methods is
the concept of retro marketing, which is defined as the presentation of a
product or service by the producers to the consumers again, which recreates the
feelings and aspirations of the past that the individual possesses and recalls.
In the study, after examining the concept of retro marketing, it was aimed to
determine the effect of consumers' attitudes towards retro-looking products on
brand loyalty. The questionnaire prepared for the study was applied to 1036
people who live in İstanbul and consist of clothing consumers, and after the
elimination of questionnaires with errors through reviewing, 1022
questionnaires were analyzed. Regression Analysis, Factor Analysis, Reliability
Analysis, t-Test Analysis and Anova Test were performed. As a result of the
regression analysis, it was concluded that the attitude towards retro-looking
products affects the brand loyalty. According to the results of the analysis
made to determine whether there is any difference in the attitudes of the
consumers towards the retro-looking products in terms of the demographic
factors, it is concluded that there is a significant difference in the consumer
attitudes according to the gender, age, education status and income. According
to the marital status variable, there was no difference in consumers' attitudes
towards retro-looking products. According to the results of analyzes conducted to determine whether there is any difference in the brand
loyalty of the consumers in terms of demographic factors, it is concluded that
there is a significant difference in brand loyalty according to gender, marital
status, age, education status and income. 

Anahtar Kelimeler

Retro retro marketing nostalgia brand loyalty attitude

Kaynakça

  • Aaker, D.A. (2001). Strategic Market Management: Global Perspective. New York: John Wiley & Sons, Inc.
  • Back, K. J. & 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.
  • Barringer, A.R. (2008). Customer Loyalty: An Exploration Of The Relationship Between Service Quality And Customer Intent To Return And Willingness To Recommend In The Restaurant Industry. Doctoral Thesis, Capella University.
  • Belk, W. R. (1990). The Role Of Possessıons In Constructıng And Maıntaınıng A Sense Of Past. Advances in Consumer Research, 17, 669-676.
  • Blythe, J. (2014). Principles and Practice of Marketing, California: Sage Publications.
  • Bowen, J.T. & Chen, S. L. (2001). The Relationship Between Customer Loyalty And Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Bozkurt, İ. (2004). İletişim Odaklı Pazarlama, İstanbul: MediaCat Yayınları.
  • Brown, S. (1999). Retro-Marketing: Yesterday's Tomorrows, Today!. Marketing Intelligence and Planning, 17(7), 363-376.
  • Brown, S. (2001). Marketing - The Retro Revolution, California: Sage Publication.
  • Brown, S., Kozinets, R. & Sherry, F. J. (2003). Teaching Old Brands New Tricks: Retro Marketing and the Revival of Brand Meaning. Journal of Marketing (67), 19 - 33.
  • Çatı, K.& Koçoğlu, C.M. (2008). Müşteri Sadakati İle Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • 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.
  • Dağdaş, G. (2013). İşletmelerde Retro Pazarlama Uygulamalarının Müşteri Bağlılığına Etkileri Üzerine Bir Araştırma. Yüksek Lisans Tezi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Davis, F. (1979). Yearning for Yesterday: A Sociology of Nostalgia. Free Press, New York.
  • Dayal S., Landesberg, H. & Zaısser, M. (2000). Building Digital Brands. The McKinsey Quarterly, 2, 42-51.
  • Demir, F. O. (2008). Pazarlamanın Nostaljik Oyunu: Retro Markalama. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 33, 29-41.
  • Dick, A.S. & Basu, K.(1994). Customer Loyalty: Toward an Integrated Conceptual Framewok. Journal of The Academy of Marketing Science, 22 (2), 99-113.
  • Duffy, D.L. (2005). The Evolution of Customer Loyalty Strategy. Journal of Consumer Marketing, 22(5), 284-286. Kurtz, D. (2008). Contemporary Marketing. USA: Thompson South-Western.
  • Duffy, D.L. (2005). The Evolution of Customer Loyalty Strategy. Journal of Consumer Marketing, 22(5), 284-286.
  • Erciş, A., Yapraklı, Ş. & Can, P. (2009). Güçlü ve Güçsüz Markalarda Marka Bilgisi, Marka İlişkileri ve Satın Alma Davranışları Arasındaki Farklılıkların İncelenmesi. Marmara Üniversitesi İİBF Dergisi, 26 (1), 157-190.
  • Ertuğrul, S. M. & Demirkol, Ş. (2007). Turistik Ürün Talebinde Markalaşma ve Önemi. Sosyal Bilimler Dergisi, (2), 61-70.
  • Fournier, S.& Yao, J.L. (1997). Reviving Brand Loyalty: A Reconceptualization Within The Framework of Consumer-Brand Relationships. International Journal of Research in Marketing, 14, 451-472.
  • Gårdh, V. (2009). Brand Heritage: Helping Strengthen the Brand Identity of Husqvarna Motorcycles. Stokholm : Jönköping University
  • Holak, S. L. & Havlena, W. J. (1998), Feeling, Fantasies and Memories: An Examination of the motional Components of Nostalgia, Journal of Business Research, 42, 217-226.
  • Holak, S. L., Havlena, W. J. & Matveev, A. V. (2006). Exploring Nostalgia in Russia: Testing the Index of Nostalgia-Proneness1. European Advances in Consumer Research, 7, 195 - 200.
  • Holbrook, B. M. & Schindler, M. R. (1991). Echoes of the Dear Departed Past: Some Work in Progress On Nostalgia. Advances in Consumer Research, 18, 330-333.
  • Holbrook, M. B. & Schindler, R. M. (1994). Age, Sex, And Attitude Toward the Past As Predictors of Consumers' Aesthetic Tastes for Cultural Products. Journal of Marketing Research, 3(31), 412- 422.
  • Jacoby, J. & Chestnut, R. (1978). Brand loyalty measurement and management. New York: Wiley.
  • Jensen, M.J.& Hansen, T. (2006). An Empirical Examination of Brand Loyalty. Journal of Product and Brand Management, 15(7), 442-449.
  • Jones, C. & Bonevac, D. (2013). An Evolved Definition Of The Term ‘Brand’: Why Branding Has A Branding Problem. Journal of Brand Startegy, 2 (2), 112-120.
  • Kotler, P. (2003). Kotler ve Pazarlama. İstanbul:Sistem Yayıncılık.
  • Kotler, P., Kartajaya, H. & Setiawan, I. (2011). Pazarlama 3.0., İstanbul: Optimist Yayınları.
  • Leverin, A.& Liljander, V. (2006). Does Relationship Marketing Improve Customer Relationship Satisfaction And Loyalty?. International Journal of Bank Marketing , 24(4), 232-251.
  • Levınson, J. C. (2008). Guerilla Insights , www.gmarketing.com/tactics/weekly167.html, Erişim Tarihi: 20.01.2017
  • Lim, H. J. (2005). Contingency Approach To A Consumer Loyalty Model; An Application To The Mobile Services Context. Doctoral Thesis, Purdue University.
  • Mao, J. (2010). Customer Brand Loyalty. International Journal of Business and Management, 5(7), 213-217.
  • McMullen, R. & Gilmore, A. (2008). Customer Loyalty; An Empirical Study. European Journal of Marketing, 42 (9/10), 1084-1094.
  • 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.
  • Pitta, D., Franzak, F.& Fowler, D. (2006). A Strategic Approach to Building Online Customer Loyalty: Integrating Customer Profitability Tiers. Journal of Consumer Marketing, 23(7), 421-429.
  • Singh, S. & Sonnenburg, S. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26, 189 - 197.
  • Toksarı, M. (2010). Tüketici Temelli Marka Değerinin Ölçümü: Kayseri’de Otomobil Kullanıcıları Üzerine Bir Uygulama. Doktora Tezi, Niğde Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tunç, D. (2007). Marka Tercihlerinin Oluşumunda Reklamların Tüketicinin Farklı Demografik Özelliklerine İlişkin Değişen Rolü. Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tuominen, P. & Kurikko, H. (2012). Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders. Technology Innovation Management Review , 12 - 17.
  • Urde, M., Greyser, S. A. & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 1(15), 4 - 19.
  • Ursavaş, B. & Gümüş, B. (2015). Bir Ölçek Geliştirme Çalışması: Retro Yatkınlığı, 20. Ulusal Pazarlama Kongresi, Eskişehir.
  • Wilson, L. J. (2005). Nostalgia: A Conceptual History, USA: Bucknell University Press.
  • Yaraş, E. (2005). Tüketicilerin Pazarlama Karması Kararları Ve Marka Değeri Algılamalarına Göre Kümeler Halinde İncelenmesi. İktisadi Ve İdari Bilimler Dergisi, 19(2), 349-372.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Baran Arslan

Abdullah Oz Bu kişi benim

Yayımlanma Tarihi 30 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 4 Sayı: 1

Kaynak Göster

APA Arslan, B., & Oz, A. (2017). THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY. PressAcademia Procedia, 4(1), 158-170. https://doi.org/10.17261/Pressacademia.2017.531
AMA Arslan B, Oz A. THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY. PAP. Haziran 2017;4(1):158-170. doi:10.17261/Pressacademia.2017.531
Chicago Arslan, Baran, ve Abdullah Oz. “THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY”. PressAcademia Procedia 4, sy. 1 (Haziran 2017): 158-70. https://doi.org/10.17261/Pressacademia.2017.531.
EndNote Arslan B, Oz A (01 Haziran 2017) THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY. PressAcademia Procedia 4 1 158–170.
IEEE B. Arslan ve A. Oz, “THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY”, PAP, c. 4, sy. 1, ss. 158–170, 2017, doi: 10.17261/Pressacademia.2017.531.
ISNAD Arslan, Baran - Oz, Abdullah. “THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY”. PressAcademia Procedia 4/1 (Haziran 2017), 158-170. https://doi.org/10.17261/Pressacademia.2017.531.
JAMA Arslan B, Oz A. THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY. PAP. 2017;4:158–170.
MLA Arslan, Baran ve Abdullah Oz. “THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY”. PressAcademia Procedia, c. 4, sy. 1, 2017, ss. 158-70, doi:10.17261/Pressacademia.2017.531.
Vancouver Arslan B, Oz A. THE EFFECT OF RETRO-LOOKING PRODUCTS ORIENTED CONSUMER ATTITUDE ON BRAND LOYALTY. PAP. 2017;4(1):158-70.

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