Retro Pazarlamanın Marka Aşkı Üzerindeki Etkisinde Marka İmajının Aracılık Rolü

Öz

Son dönemde küreselleşme birlikte pazarlama uygulayıcıları tüketicilere ulaşmak için alternatif yöntemler geliştirmişlerdir. Bu yöntemlerden biri de kişinin hatırladığı geçmişe ait duygu ve düşüncelerini tekrar ortaya çıkaran, ürün ya da hizmetlerin tüketicilere yeniden sunulmasını sağlayan retro pazarlama kavramıdır. Literatür incelemesinde Retro pazarlamanın etkilediği kavramlar ile ilgili çalışmalara rastlanmış, ancak etkilediği kavramlar arasındaki aracı etkenlerin üzerinde yeterince durulmadığı görülmüştür. Bu çalışma ile retro pazarlamanın marka aşkı üzerindeki etkisinde marka imajının aracılık rolü ortaya koyularak literatüre katkı sağlamak ve şirket yöneticilerine tüketici ile uzun vadeli ilişkiler için yol göstermek amaçlanmıştır. Retro ürün tüketen 404 tüketici örneklem olarak alınmıştır. Veri toplamak için kolayda örnekleme yöntemi seçilmiştir. Kapalı ve açık uçlu ifadelerin bulunduğu anket tüketicilere çevrimiçi uygulanmıştır. Sonuçlar SPSS 21 ve AMOS 24 istatistiksel paket programı ile teste tabi tutulmuştur. Araştırmanın sonucunda Retro pazarlamanın ve marka imajının marka aşkını pozitif yönde etkilediği, Retro pazarlamanı marka aşkı üzerindeki etkisinde marka imajının aracılık rolü üstlendiği görülmüştür.

Anahtar Kelimeler

• Retro Pazarlama
• Marka İmajı
• Marka Aşkı

The Mediating Role Of Brand Image In The Impact Of Retro Marketing On Brand Love

Öz

Recently, together with globalization, marketing practitioners have developed alternative methods to reach consumers. One of these methods is the concept of retro marketing, which resurfaces the feelings and thoughts of the past that a person remembers and enables the products or services to be presented to consumers again. In the literature review, studies on the concepts affected by retro marketing were encountered, but it was seen that the mediating factors between the concepts it affects were not sufficiently emphasized. This study aimed to contribute to the literature by revealing the mediating role of brand image in the effect of retro marketing on brand love and to guide company managers for long-term relationships with consumers. 404 consumers who consume retro products were taken as a sample. Convenience sampling method was chosen to collect data. The survey, which included closed and open-ended statements, was applied to consumers online. The results were tested with SPSS 21 and AMOS 24 statistical package programs. As a result of the research, it was seen that retro marketing and brand image positively affected brand love, and brand image played a mediating role in the effect of retro marketing on brand love.

Anahtar Kelimeler

• Retro Marketing
• Brand Image
• Brand Love

Kaynakça

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