The effect of retro marketing applications brand loyalty and on purchase intention

With developing and changing marketing insights there are also changes in consumer behavior. Many different marketing strategies have been developed along with the changes and the sense of longing for the past has been used in marketing. In the postmodern period, the longing for the past is increasing and the consumers want to relive the good old days. Therefore, concepts such as retro marketing, retro brand and nostalgia marketing are becoming more important in marketing. In this research, the effects of retro marketing practices on brand loyalty and purchasing intention are examined. The main aim of the research is to determine the direct and indirect effects of brand image, brand trust and nostalgia trend on brand loyalty and buying intention under the title of retro marketing applications. The main mass of the research is composed of consumers living in Uşak. In the study, 408 people were determined by easy sampling method and the data were collected by face-to-face survey method. The data obtained from the survey results were analyzed with SPSS 18 and AMOS 22 programs. The hypothesis of the study was tested by using structural equation model. As a result of analysis of research data; nostalgia tendency and trust in the retro brand have been observed to affect brand loyalty and brand loyalty directly affects the intention to buy. In addition, it was concluded that the trend of nostalgia and trust in the retro brand had indirect effects on the puechase intention through brand loyalty.