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

Year 2017, , 158 - 170, 30.06.2017

Baran Arslan , Abdullah Oz

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

Abstract

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. 

Keywords

Retro, retro marketing, nostalgia, brand loyalty, attitude

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