retro marketing Research Papers - Academia.edu (original) (raw)

Postmodern pazarlama yöntemlerinden olan retro pazarlama, eskiden var olan marka ve ürünlerin günümüzün modern üretim anlayışına uygun olacak şekilde değer yaratmak amacı ile yeniden piyasaya sürülmesi olarak tanımlanır. Marka değeri, herhangi bir markanın diğer markalardan ayırt edilebilmesini sağlayan kendine has değerlerinin tümüdür. Marka farkındalığı marka değeri bileşenlerinden olup kısaca, bir markanın varlığından haberdar olma durumudur. Marka güveni de marka değeri bileşenlerindendir ve bir markanın sağlayacağı getirilerden emin olma yönündeki hisler olarak tanımlanır. Farkındalık ve güven bu bağlamda retro ürünlerle tüketicide yaratılmak istenen iki ana duygudur. Bu çalışmada; retro pazarlama kapsamında, tüketicilerin retro marka eğilimlerinin retro marka farkındalığına ve retro marka güvenine etkisini tespit etmek amacıyla bir alan araştırması yapılmıştır. Araştırma için Konya ilinde yaşayan 35 yaş üstü bireyler tercih edilmiş ve bu bağlamda seçilen örneklem üzerinde yüz yüze anket yöntemi kullanılarak bir çalışma yürütülmüştür. Veriler SPSS 24 İstatistiksel Paket Programı ile analiz edilmiş ve sonuçlar değerlendirilmiştir. Araştırmadan elde edilen sonuçlar kapsamında; katılımcıların demografik özellikleri ve ankette yer alan ifadelere verdikleri yanıtların istatistikleri, katılımcıların eğitim ve gelir seviyesi, retro marka eğilimleri, retro marka farkındalıkları ve retro marka güvenlerinin yüksek olduğu sonucunu ortaya koymuştur. Bunun dışında t testi ve tek yönlü varyans analizlerine göre, kadınların retro marka eğilimi ve retro marka farkındalığı erkeklere göre daha yüksektir, retro marka güveni açısındansa kadın ve erkek arasında herhangi bir farklılık yoktur. Ayrıca retro marka eğilimi, retro marka farkındalığı ve retro marka güveni açısından medeni duruma ve yaş gruplarına göre herhangi bir farklılık yoktur. Basit doğrusal regresyon analizine göre tüketicilerin retro marka eğilimlerinin retro marka farkındalığına ve retro marka güvenine etkisi vardır.
ABSTRACT
Retro marketing, which is the one of the postmodern marketing activities, is defined as re-launching in accordance with today' s modern production approach. Brand value is all of their unique values that make a brand different from other brands. Brand awareness is one of the components of brand value and is briefly aware of the existence of a brand. Brand trust is a feeling of being sure of the returns of a brand. In this context awareness and trust are the two main emotions that retro products want to leave in the consumer. A field research has been completed in order to determine the effect of the consumers retro brand trends over the retro brand awareness and retro brand trust. For the research, individuals over the age of 35 living in Konya province has been preferred and face to face survey method has been applied. Datas have been analyzed with Statical Package for Social Sciences (SPSS) and results have been evaluated. According to the demographic characteristics of the participants and their responses to the statements in the questionnaire; the participants' level of education and income, retro brand trends, retro brand awareness and retro brand trusts are high. According to the t-test and one-way analysis of variance, women' s retro brand tendency and retro brand.

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- retro marketing, Retro Pazarlama

The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and team loyalty. Quantitative data were gathered from 155 NHL spectators, mainly from the USA, and assessed through a confirmatory factory analysis. The study found that nostalgia is mediated through feelings of pride evoked by the Wild’s Winter Classic jersey to positively influence the intention to purchase the jersey. It was further found that a second path leads from nostalgia to pride, that positively impacts team identification, which then incites affective emotions to strengthen team attachment, and finally exerts a positive influence on the intention to buy the jersey. Furthermore, no significant direct effect was found from nostalgia to purchase intention, nor from self-congruity and team loyalty to purchase intension. Based upon the findings of this research, the article offers recommendations for retro marketing of the Minnesota Wild 2022 NHL Winter Classic jersey through marketing communications.

- by Sebastiano Mereu
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- Apparel Marketing, Nostalgia, National Hockey League, retro marketing

The literature has paid far too little attention to the potential impact of retro appearance and bandwagon effect on the adoption of really new products. By integrating the retro appearance and bandwagon perspectives, we aim to contribute to the understanding of adoption of really new products. We purport that retro appearance and peer effect – familiar product appearances and observing peer usage – may attenuate the negative prejudgments towards really new products associated with perceived risks and facilitate adoption.

- by Selcen Ozturkcan
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- Technology Adoption, retro marketing

This research was conducted to investigate the purchasing behaviors of the supporters of Besiktas football team for Retro (nostalgic) products and to determine the aspect of the perception of these products on consumers. First, a literature review was done and a theoretical infrastructure was established. After that, a questionnaire survey was conducted to obtain data. 300 supporters of Besiktas football team participated in our research. The participants consist of 200 men and 100 women. The validation and reliability tests of the scale that was used for data collection was done by Yüksel (2014) and used in his master's thesis titled „Modern marketing anew approach: the effect of Retro marketing to consumer perception‟. Mann-Whitney U and Kruskal Wallis tests were performed over the data that was obtained at the end of the study. With this analysis, significant correlations were found between the subscales. As a result of our research, it has been detected that demographics are influential in the purchase of retro products by consumers.

- by Ataman Tükenmez
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- Sports Management, Sports marketing, retro marketing