The effect of retro branding on perceived value in the context of brand revitalization strategy: The moderating role of nostalgia tendency

The purpose of this study is to measure the effect of retro branding on perceived value in the context of brand revitalization strategies and to determine the moderating role of nostalgia in this relationship. Data was collected from 404 consumers through an online survey as part of the fieldwork conducted for this purpose. Consumers responded to questions related to demographic variables, as well as statements regarding retro brand awareness, retro branding, perceived value, and personal nostalgia tendencies.The research model developed in line with the research objective and the hypotheses formulated were tested using data obtained from fieldwork conducted online in May-June 2025 using an online survey method. Statistical analysis programs were used in the analysis of the data. Reliability and validity analyses were performed on the data, frequency and percentage distributions, means, and standard deviations were calculated, and PLS-SEM and moderating effect analysis were conducted to test the research hypotheses.The results of the study revealed that retro branding has a positive and significant effect on all sub-dimensions (performance/quality, financial, emotional, social) of perceived value. Additionally, it was found that personal nostalgia tendency plays a moderating role in the effect of retro branding on the perceived value of the financial and social dimensions, but does not play a moderating role in the effect on the performance/quality and emotional dimensions.