A study on the effects of retro marketing on consumers brand image and brand identity perceptions

Disappearance of borders, increase of competition, improving technology and change of consumers' expectations caused some changes on marketing strategies and tactics owing to globalization of the world. One of these changes is retro marketing. Retro marketing is a vintage based marketing that regenerates old brands, fashions, and products. In this study, we aimed to determine essential factors that shape consumers' perception of retro marketing towards brand image. In accordance with this purpose, theoretical framework was constructed by researching related literature. Furthermore, data was obtained from 416 people through questionnaires. According to the obtained results, it was determined that consumers feel high sympathy for retro products, Retro marketing is efficient in brand preference and consumers enjoy old brands more than new brands. Additionally, these are concluded that retro brands help people dream, brands that resembles them childhood give them joy, consumers have willingness to see brands that were used in the past and also consumers have willingness to use the brands those were used by old generation.