The effect of retro marketing practices on brand equality and re-purchasing tendency

Marketing, with a history dating back to ancient times, is in a constant renewal based on environmental variables. This study focuses on some of the effects of 'retro marketing' practices, which is an approach belonging to the postmodern marketing period, on the consumer. The study was carried out to measure the effect of brand equity components, brand associations, brand awareness, perceived quality and brand loyalty, on brand equity and the effect of brand equity on purchase intention and frequency of purchase. In this study, which is in accordance with the descriptive research model, an online questionnaire was used as a data collection technique. Correlation and simple regression analyzes were applied to the collected data using the IBM SPSS 22 program, and as a result of the data analysis, it was concluded that there were positive and significant relationships between the brand equity components of retro marketing practices and repurchase intention, and all research hypotheses were accepted.