Türk içecek sektörü için retro pazarlamada, duygusal bağlılığın marka sadakati üzerine etkisi : İstanbul'daki bir vakıf üniversitesi öğrencileri üzerine araştırma

The intensification of competition in every area and the increase in consumer expectations every day necessitate companies to constantly seek new search for branding strategies.Nostalgia and the concept of retro offer important opportunities for brands to attract the attention of their consumers and look for new elements that will appeal to their thoughts and feelings. The aim of this study is to determine the nostalgia tendencies of the young generation, which is defined as postmodern individuals, and to analyze the effect of retro theme on brand loyalty. The data was collected by the survey method; nostalgia tendencies of the participants were determined and the role of emotional commitment on brand loyalty was explored by focusing on the concepts of brand image, nostalgia proneness, brand inheritance and self-identification.In addition, it was found that the tendency of nostalgia did not have any effect on the brand loyalty of postmodern individuals.