Araştırma Makalesi
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NOSTALJİK EĞİLİM İLE MARKA SADAKATİ İLİŞKİSİ: KUŞAKLARIN DÜZENLEYİCİ ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2025, Cilt: 9 Sayı: 9, 13 - 30, 27.12.2025

Ömür Özkuk

Öz

Bu araştırma, bireylerin nostaljik eğilimlerinin marka sadakati üzerindeki etkilerini ve kuşak farklılıklarının bu ilişkideki düzenleyici rolünü incelemeyi amaçlamaktadır. Katılımcıların nostaljik eğilimleri Holbrook’ un (1993), marka sadakati ise Back ve Parks’ ın (2003) geliştirdiği ölçekler aracılığıyla ölçülmüştür. Araştırmada 275 katılımcıdan kolayda örnekleme yöntemi ile veriler toplanmıştır. Veriler Smart PLS 4 ve SPSS 26.0 programları kullanılarak, yapısal eşitlik modellemesi ve Hayes Process yöntemiyle düzenleyici etki analizleriyle değerlendirilmiştir. Araştırma bulgularına göre, nostalji eğiliminin marka sadakatinin bilişsel, duygusal ve çabasal boyutları üzerinde anlamlı ve pozitif etkiler yarattığı tespit edilmiştir. Araştırma sonuçlarına göre, nostaljik eğilime sahip bireyler, markaları geçmiş deneyimlerle ilişkilendirerek bilişsel farkındalık, güven ve rasyonel bağlılık geliştirmekte, markayla duygusal bağ kurmakta ve davranışsal düzeyde markayı destekleme eğilimi göstermektedir. Kuşak farklılıkları özellikle bilişsel ve duygusal marka sadakati üzerinde düzenleyici rol oynamakta; yaşça daha büyük kuşaklar nostaljik uyaranlara daha duyarlı olarak marka sadakatini güçlendirmektedir. Çabasal marka sadakati açısından ise kuşak farklılıklarının anlamlı bir etkisi gözlemlenmemiştir. Araştırma sonuçları, nostaljinin marka sadakati oluşumunda önemli bir unsur olduğunu ve pazarlama stratejilerinin kuşak temelli tasarlanmasının önemini vurgulamakta; özellikle daha yaşlı kuşaklara yönelik nostaljik temaların marka sadakatini güçlendirebileceğini, genç kuşaklarda ise nostaljik unsurların güncel deneyimlerle harmanlanmasının daha anlamlı marka bağları oluşturabileceğini göstermektedir.

Anahtar Kelimeler

Nostalji Eğilimi Bilişsel Marka Sadakati Duygusal Marka Sadakati Çabasal Marka Sadakati Kuşaklar

Kaynakça

  • ABAKOUMKIN, G., WILDSCHUT, T. and SEDIKIDES, C. (2020) “Nostalgia Proneness And The Collective Self”, Frontiers in Psychology, 11:570621. doi: 10.3389/fpsyg.2020.570621.
  • ALTINTAŞ, M. (2024). “Değişim Yorgunluğunun İşten Ayrılma Niyeti Üzerindeki Etkisinde Tükenmişliğin Aracılık Rolü”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 42(2): 189-211.
  • ARSLAN, F. M. and ALTUNA, O. K. (2019). “The Role of Nostalgia Proneness in The Effect of Brand Image, Corporate Image, Brand Trust and Consumer Involvement on Emotional Attachment: Global Vs. Local Brand”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 37(2): 215-240.
  • BACK, K. J. and PARKS, S. C. (2003). “A Brand Loyalty Model Involving Cognitive, Affective and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality & Tourism Research, 27(4): 419-435.
  • BASHIR, M. A., SARAIH, U. N. B., GUNDALA, R., ANSARI, J., QURESHI, M. A. and AHMED, S. (2024). “Digital Influence: Examining Social Media Marketing Dynamics and How They Affect Consumer Brand Loyalty”, Wseas Trans. Bus. Econ., 21: 1571-1583. doi: 10.37394/23207.2024.21.128.
  • BROWN, S., KOZINETS, R. V. and SHERRY JR, J. F. (2003). “Teaching Old Brands New Tricks: Retro Branding And The Revival of Brand Meaning”, Journal of Marketing, 67(3): 19-33.
  • BÜYÜKÖZTÜRK, Ş. (2002). “Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı”, Kuram ve Uygulamada Eğitim Yönetimi, 32(32): 470-483.
  • CHAUDHURI, A., and HOLBROOK, M. B. (2001). “The Chain Of Effects from Brand Trust And Brand Affect To Brand Performance: The Role Of Brand Loyalty”, Journal of Marketing, 65(2): 81-93.
  • CHEUNG, W. Y., SEDIKIDES, C. and WILDSCHUT, T. (2017). “Nostalgia Proneness And Reduced Prejudice”, Personality and Individual Differences, 109: 89-97.
  • DEMİRAĞ, B. ve ÇAVUŞOĞLU, S. (2019). “Marka İmajının Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: Bingöl Otelleri Örneği”, Tourism and Recreation, 1(1): 15-22.
  • DEMİREL, Z. H. (2021). “Çalışma Hayatında Geleceğin İnsan Kaynağı: Alfa Kuşağı”, OPUS International Journal of Society Researches, 18(Yönetim ve Organizasyon Özel Sayısı): 1796-1827.
  • EASTMAN, J. K., and LIU, J. (2012). “The Impact Of Generational Cohorts On Status Consumption: An Exploratory Look At Generational Cohort And Demographics On Status Consumption”, Journal of Consumer Marketing, 29(2): 93-102. doi.org/10.1108/07363761211206348
  • GURUNATHAN, A and LAKSHMI, K.S. (2025). “Social Media and Digital Marketing Perceptions: Intra- And Intergenerational Similarities and Differences Among Gen X, Y and Z,” Journal of Informatics Education and Research, 5(1): 2268-2284. https://doi.org/10.52783/jier.v5i1.2227, accessed 20 June 2025.
  • GÜNAL, Z., and GÜMÜŞ, İ. (2025). “A Study On The Effect Of Marketing Service Quality Offered By Airlines To “X, Y, Z” Generations On Their Perception And Satisfaction”, Anadolu Üniversitesi Mesleki Eğitim ve Uygulama Dergisi, 4(1): 85-105, doi: 10.70756/anameud.1642510.
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M. and RINGLE, C. M. (2019). “When To Use And How To Report The Results Of PLS-SEM”, European Business Review, 31(1): 2-24.
  • HALEFOĞLU, S. B., KORKMAZ, D. ve TALU, A. (2025). “Nostalji Eğiliminin Tüketici Temelli Marka Değeri Üzerine Etkisi: Eti Markası Örneği”, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 27(2): 518-538.
  • HOLBROOK, M. B. (1993). “Nostalgia And Consumption Preferences: Some Emerging Patterns Of Consumer Tastes”, Journal of Consumer research, 20(2): 245-256.
  • JAFAROVA, K. and TOLON, M. (2022). “The Effect Of Content Marketing In Social Media On Brand Loyalty And Purchase Intention”, Journal of Business Management and Economic Research, 6(4): 160-184.
  • KANG, J., TANG, L. and LEE, J. Y. (2015). “Self-Congruity And Functional Congruity In Brand Loyalty”, Journal of Hospitality & Tourism Research, 39(1): 105-131.
  • KARASHCHUK, O. S., MAYOROVA, E. A., NIKISHIN, A. F., and KORNILOVA, O. V. (2020). “The Method For Determining Time-Generation Range”, SAGE Open 10:2158244020968082. doi: 10.1177/2158244020968082.
  • KAYLENE, C. W. and ROBERT, A. P. (2011). “Marketing To The Generations”, Journal of Behavioral Studies in Business, 3(2011): 1-17.
  • KERSE, G., KOÇAK, D. ve ÖZDEMİR, Ş. (2020). “Mütevazı Liderlik Ölçeğinin Türkçe Uyarlaması ve Mütevazı Liderliğin Seslilik Davranışına Etkisi: Kuşak Farklılığının Düzenleyici Rolü”, İşletme Araştırmaları Dergisi, 12(2): 1769-1787.
  • LEE, J. Y., KANG, J. and TANG, L. (2011). “The Role Of Store-Image And Functional Image Congruity In Determining Brand Loyalty: Cognitive, Affective, And Conative Brand Loyalty In The Context Of Brand Coffeehouses”, Journal of Marketing, 20(3): 52-64.
  • LISSITSA, S. (2025). “Generations X, Y, Z: The Effects Of Personal And Positional Inequalities On Critical Thinking Digital Skills”, Online Information Review, 49(1): 35-54, DOI 10.1108/OIR-09-2023-0453.
  • LOVELAND, K. E., SMEESTERS, D. and MANDEL, N. (2010). “Still Preoccupied With 1995: The Need To Belong And Preference For Nostalgic Products”, Journal of Consumer Research, 37(3): 393-408.
  • MACCALLUM, R. C., WIDAMAN, K. F., ZHANG, S. and HONG, S. (1999). “Sample Size In Factor Analysis”, Psychological Methods, 4(1): 84-99.
  • MACKINNON, D. P., LOCKWOOD, C. M. and WILLIAMS, J. (2004). “Confidence Limits For The Indirect Effect: Distribution Of The Product And Resampling Methods”, Multivariate Behavioral Research, 39(1): 99-128.
  • MARCHEGIANI, C. and PHAU, I. (2013). “Development And Validation Of The Personal Nostalgia Scale”, Journal of Marketing Communications, 19(1): 22-43.
  • MERCHANT, A. and ROSE, G. M. (2013). “Effects Of Advertising-Evoked Vicarious Nostalgia On Brand Heritage”, Journal of Business Research, 66(12): 2619-2625.
  • MUNSCH, A. (2021). “Millennial And Generation Z Digital Marketing Communication And Advertising Effectiveness: A Qualitative Exploration”, Journal of Global Scholars of Marketing Science, 31(1): 10-29.
  • NADANYIOVA, M. and SUJANSKA, L. (2023). “The Impact Of Influencer Marketing On The Decision-Making Process Of Generation Z”, Economics and Culture, 20(1): 68-76.
  • NEWMAN, D. B. (2022). “Low İncome Amplifies The Negative Relationship Between Nostalgia Proneness And Well-Being”, Applied Research in Quality of Life, 17(6): 3311-3326.
  • NIKHASHEMI, S. R. and VALAEI, N. (2018). “The Chain Of Effects From Brand Personality And Functional Congruity To Stages Of Brand Loyalty: The Moderating Role Of Gender”, Asia Pacific Journal of Marketing and Logistics, 30(1): 84-105.
  • OLIVER, R. L. (1999). “Whence Consumer Loyalty?”, Journal of Marketing, 63(4_suppl1): 33-44. https://doi.org/10.1177/00222429990634s105.
  • ÖNEN, V. (2018). “Marka Güveni Marka Sadakati ve Marka Tercihi Arasındaki İlişkinin İncelenmesi: Kırtasiye Sektörü Uygulaması”, İşletme Araştırmaları Dergisi, 10(2): 609- 626.
  • ÖZHAN, Ş. ve ALTUĞ, N. (2017). “Demografik Değişkenler Açısından Nostalji Eğilimini Belirlemeye Yönelik Bir Araştırma”, Trakya Üniversitesi Sosyal Bilimler Dergisi. 19(1): 337-350.
  • ÖZHAN, Ş. and AKKAYA, D. T. (2020). “The Effect Of Nostalgia Proneness On Ad-Evoked Nostalgia, Brand Attitude And Purchase Intention”, Istanbul Business Research, 49(2): 380-396, DOI: 10.26650/ibr.2020.49.0050.
  • PARMENT, A. (2013). “Generation Y Vs. Baby Boomers: Shopping Behavior, Buyer Involvement And Implications For Retailing”, Journal Of Retailing And Consumer Services, 20(2): 189-199.
  • RADDER, L. and HAN, X. (2013). “Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums”, International Business & Economics Research Journal (IBER), 12(10): 1261-1272.
  • RINDFLEISCH, A., FREEMAN, D. and BURROUGHS, J. E. (2000). “Nostalgia, Materialism, And Product Preference: An Initial Inquiry”, Advances in Consumer Research, 27(1): 36-41.
  • SALEM, S. F. and SALEM, S. O. (2021). “Effects Of Social Media Marketing And Selected Marketing Constructs On Stages Of Brand Loyalty”, Global Business Review, 22(3): 650- 673, DOI: 10.1177/0972150919830863.
  • SANG, V.M. and CUONG, M., (2025) “The İnfluence Of Brand Experience On Brand Loyalty In The Electronic Commerce Sector: The Mediating Effect Of Brand Association And Brand Trust”, Cogent Business & Management, 12(1): 2440629, DOI: 10.1080/23311975.2024.2440629.
  • SEDIKIDES, C., WILDSCHUT, T., ARNDT, J. and ROUTLEDGE, C. (2008). “Nostalgia: Past, Present, And Future”, Current Directions in Psychological Science, 17(5): 304-307.
  • SEEHUSEN, J., CORDARO, F., WILDSCHUT, T., SEDIKIDES, C., ROUTLEDGE, C., BLACKHART, G. C., ... and VINGERHOETS, A. J. (2013). “Individual Differences In Nostalgia Proneness: The Integrating Role Of The Need To Belong”, Personality and Individual Differences, 55(8): 904-908, doi.org/10.1016/j.paid.2013.07.020.
  • SHIN, M. and BACK, K. J. (2020). “Effect Of Cognitive Engagement On The Development Of Brand Love In A Hotel Context”, Journal of Hospitality & Tourism Research, 44(2): 328-350, DOI: https://doi.org/ 10.1177/1096348019890055
  • TOYOSHIMA, A. and KUSUMI, T. (2025). “Relationship Between Nostalgia Proneness, Generativity, and Ego Integrity”, The International Journ al of Aging and Human Development, 100(4): 483-501.
  • TUONG, V. D., THACH, N. H., KHANH, P. N. K., HAN, L. T. B. and THANH, P. T. K. (2025). “Understanding Gen Z’s Digital Banking Loyalty: The Role of Switching Costs And Consumption Values”, Journal Of Organizational Behavior Research, 10(1-2025): 44-57.
  • YÜCE, A., SAMSA, Ç. and MERİÇ, K. (2019). “Effects Of Nostalgia Proneness On Consumer- Based Brand Equity: A Case Study On The Eastern Express”, Journal Of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 6(1): 199-212.
  • ZAMAN, S., HAQ, H., ASHFAQ, U. and MUSHTAQ, D. (2025). “The Power of Emotion: How Nostalgia and Trust Drive Brand Engagement Through Emotional Involvement”, Social Science Review Archives, 3(1): 2359-2378.
  • ZHANG, Y. and TAO, W. (2022). “The İmpact Of Nostalgia Proneness On Online Donation Willingness: The Mediating Effect Of Consumer-Brand Relationship”, Frontiers In Psychology, 13: 927330, doi: 10.3389/fpsyg.2022.927330.

Yıl 2025, Cilt: 9 Sayı: 9, 13 - 30, 27.12.2025

Ömür Özkuk

Öz

Kaynakça

  • ABAKOUMKIN, G., WILDSCHUT, T. and SEDIKIDES, C. (2020) “Nostalgia Proneness And The Collective Self”, Frontiers in Psychology, 11:570621. doi: 10.3389/fpsyg.2020.570621.
  • ALTINTAŞ, M. (2024). “Değişim Yorgunluğunun İşten Ayrılma Niyeti Üzerindeki Etkisinde Tükenmişliğin Aracılık Rolü”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 42(2): 189-211.
  • ARSLAN, F. M. and ALTUNA, O. K. (2019). “The Role of Nostalgia Proneness in The Effect of Brand Image, Corporate Image, Brand Trust and Consumer Involvement on Emotional Attachment: Global Vs. Local Brand”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 37(2): 215-240.
  • BACK, K. J. and PARKS, S. C. (2003). “A Brand Loyalty Model Involving Cognitive, Affective and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality & Tourism Research, 27(4): 419-435.
  • BASHIR, M. A., SARAIH, U. N. B., GUNDALA, R., ANSARI, J., QURESHI, M. A. and AHMED, S. (2024). “Digital Influence: Examining Social Media Marketing Dynamics and How They Affect Consumer Brand Loyalty”, Wseas Trans. Bus. Econ., 21: 1571-1583. doi: 10.37394/23207.2024.21.128.
  • BROWN, S., KOZINETS, R. V. and SHERRY JR, J. F. (2003). “Teaching Old Brands New Tricks: Retro Branding And The Revival of Brand Meaning”, Journal of Marketing, 67(3): 19-33.
  • BÜYÜKÖZTÜRK, Ş. (2002). “Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı”, Kuram ve Uygulamada Eğitim Yönetimi, 32(32): 470-483.
  • CHAUDHURI, A., and HOLBROOK, M. B. (2001). “The Chain Of Effects from Brand Trust And Brand Affect To Brand Performance: The Role Of Brand Loyalty”, Journal of Marketing, 65(2): 81-93.
  • CHEUNG, W. Y., SEDIKIDES, C. and WILDSCHUT, T. (2017). “Nostalgia Proneness And Reduced Prejudice”, Personality and Individual Differences, 109: 89-97.
  • DEMİRAĞ, B. ve ÇAVUŞOĞLU, S. (2019). “Marka İmajının Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: Bingöl Otelleri Örneği”, Tourism and Recreation, 1(1): 15-22.
  • DEMİREL, Z. H. (2021). “Çalışma Hayatında Geleceğin İnsan Kaynağı: Alfa Kuşağı”, OPUS International Journal of Society Researches, 18(Yönetim ve Organizasyon Özel Sayısı): 1796-1827.
  • EASTMAN, J. K., and LIU, J. (2012). “The Impact Of Generational Cohorts On Status Consumption: An Exploratory Look At Generational Cohort And Demographics On Status Consumption”, Journal of Consumer Marketing, 29(2): 93-102. doi.org/10.1108/07363761211206348
  • GURUNATHAN, A and LAKSHMI, K.S. (2025). “Social Media and Digital Marketing Perceptions: Intra- And Intergenerational Similarities and Differences Among Gen X, Y and Z,” Journal of Informatics Education and Research, 5(1): 2268-2284. https://doi.org/10.52783/jier.v5i1.2227, accessed 20 June 2025.
  • GÜNAL, Z., and GÜMÜŞ, İ. (2025). “A Study On The Effect Of Marketing Service Quality Offered By Airlines To “X, Y, Z” Generations On Their Perception And Satisfaction”, Anadolu Üniversitesi Mesleki Eğitim ve Uygulama Dergisi, 4(1): 85-105, doi: 10.70756/anameud.1642510.
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M. and RINGLE, C. M. (2019). “When To Use And How To Report The Results Of PLS-SEM”, European Business Review, 31(1): 2-24.
  • HALEFOĞLU, S. B., KORKMAZ, D. ve TALU, A. (2025). “Nostalji Eğiliminin Tüketici Temelli Marka Değeri Üzerine Etkisi: Eti Markası Örneği”, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 27(2): 518-538.
  • HOLBROOK, M. B. (1993). “Nostalgia And Consumption Preferences: Some Emerging Patterns Of Consumer Tastes”, Journal of Consumer research, 20(2): 245-256.
  • JAFAROVA, K. and TOLON, M. (2022). “The Effect Of Content Marketing In Social Media On Brand Loyalty And Purchase Intention”, Journal of Business Management and Economic Research, 6(4): 160-184.
  • KANG, J., TANG, L. and LEE, J. Y. (2015). “Self-Congruity And Functional Congruity In Brand Loyalty”, Journal of Hospitality & Tourism Research, 39(1): 105-131.
  • KARASHCHUK, O. S., MAYOROVA, E. A., NIKISHIN, A. F., and KORNILOVA, O. V. (2020). “The Method For Determining Time-Generation Range”, SAGE Open 10:2158244020968082. doi: 10.1177/2158244020968082.
  • KAYLENE, C. W. and ROBERT, A. P. (2011). “Marketing To The Generations”, Journal of Behavioral Studies in Business, 3(2011): 1-17.
  • KERSE, G., KOÇAK, D. ve ÖZDEMİR, Ş. (2020). “Mütevazı Liderlik Ölçeğinin Türkçe Uyarlaması ve Mütevazı Liderliğin Seslilik Davranışına Etkisi: Kuşak Farklılığının Düzenleyici Rolü”, İşletme Araştırmaları Dergisi, 12(2): 1769-1787.
  • LEE, J. Y., KANG, J. and TANG, L. (2011). “The Role Of Store-Image And Functional Image Congruity In Determining Brand Loyalty: Cognitive, Affective, And Conative Brand Loyalty In The Context Of Brand Coffeehouses”, Journal of Marketing, 20(3): 52-64.
  • LISSITSA, S. (2025). “Generations X, Y, Z: The Effects Of Personal And Positional Inequalities On Critical Thinking Digital Skills”, Online Information Review, 49(1): 35-54, DOI 10.1108/OIR-09-2023-0453.
  • LOVELAND, K. E., SMEESTERS, D. and MANDEL, N. (2010). “Still Preoccupied With 1995: The Need To Belong And Preference For Nostalgic Products”, Journal of Consumer Research, 37(3): 393-408.
  • MACCALLUM, R. C., WIDAMAN, K. F., ZHANG, S. and HONG, S. (1999). “Sample Size In Factor Analysis”, Psychological Methods, 4(1): 84-99.
  • MACKINNON, D. P., LOCKWOOD, C. M. and WILLIAMS, J. (2004). “Confidence Limits For The Indirect Effect: Distribution Of The Product And Resampling Methods”, Multivariate Behavioral Research, 39(1): 99-128.
  • MARCHEGIANI, C. and PHAU, I. (2013). “Development And Validation Of The Personal Nostalgia Scale”, Journal of Marketing Communications, 19(1): 22-43.
  • MERCHANT, A. and ROSE, G. M. (2013). “Effects Of Advertising-Evoked Vicarious Nostalgia On Brand Heritage”, Journal of Business Research, 66(12): 2619-2625.
  • MUNSCH, A. (2021). “Millennial And Generation Z Digital Marketing Communication And Advertising Effectiveness: A Qualitative Exploration”, Journal of Global Scholars of Marketing Science, 31(1): 10-29.
  • NADANYIOVA, M. and SUJANSKA, L. (2023). “The Impact Of Influencer Marketing On The Decision-Making Process Of Generation Z”, Economics and Culture, 20(1): 68-76.
  • NEWMAN, D. B. (2022). “Low İncome Amplifies The Negative Relationship Between Nostalgia Proneness And Well-Being”, Applied Research in Quality of Life, 17(6): 3311-3326.
  • NIKHASHEMI, S. R. and VALAEI, N. (2018). “The Chain Of Effects From Brand Personality And Functional Congruity To Stages Of Brand Loyalty: The Moderating Role Of Gender”, Asia Pacific Journal of Marketing and Logistics, 30(1): 84-105.
  • OLIVER, R. L. (1999). “Whence Consumer Loyalty?”, Journal of Marketing, 63(4_suppl1): 33-44. https://doi.org/10.1177/00222429990634s105.
  • ÖNEN, V. (2018). “Marka Güveni Marka Sadakati ve Marka Tercihi Arasındaki İlişkinin İncelenmesi: Kırtasiye Sektörü Uygulaması”, İşletme Araştırmaları Dergisi, 10(2): 609- 626.
  • ÖZHAN, Ş. ve ALTUĞ, N. (2017). “Demografik Değişkenler Açısından Nostalji Eğilimini Belirlemeye Yönelik Bir Araştırma”, Trakya Üniversitesi Sosyal Bilimler Dergisi. 19(1): 337-350.
  • ÖZHAN, Ş. and AKKAYA, D. T. (2020). “The Effect Of Nostalgia Proneness On Ad-Evoked Nostalgia, Brand Attitude And Purchase Intention”, Istanbul Business Research, 49(2): 380-396, DOI: 10.26650/ibr.2020.49.0050.
  • PARMENT, A. (2013). “Generation Y Vs. Baby Boomers: Shopping Behavior, Buyer Involvement And Implications For Retailing”, Journal Of Retailing And Consumer Services, 20(2): 189-199.
  • RADDER, L. and HAN, X. (2013). “Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums”, International Business & Economics Research Journal (IBER), 12(10): 1261-1272.
  • RINDFLEISCH, A., FREEMAN, D. and BURROUGHS, J. E. (2000). “Nostalgia, Materialism, And Product Preference: An Initial Inquiry”, Advances in Consumer Research, 27(1): 36-41.
  • SALEM, S. F. and SALEM, S. O. (2021). “Effects Of Social Media Marketing And Selected Marketing Constructs On Stages Of Brand Loyalty”, Global Business Review, 22(3): 650- 673, DOI: 10.1177/0972150919830863.
  • SANG, V.M. and CUONG, M., (2025) “The İnfluence Of Brand Experience On Brand Loyalty In The Electronic Commerce Sector: The Mediating Effect Of Brand Association And Brand Trust”, Cogent Business & Management, 12(1): 2440629, DOI: 10.1080/23311975.2024.2440629.
  • SEDIKIDES, C., WILDSCHUT, T., ARNDT, J. and ROUTLEDGE, C. (2008). “Nostalgia: Past, Present, And Future”, Current Directions in Psychological Science, 17(5): 304-307.
  • SEEHUSEN, J., CORDARO, F., WILDSCHUT, T., SEDIKIDES, C., ROUTLEDGE, C., BLACKHART, G. C., ... and VINGERHOETS, A. J. (2013). “Individual Differences In Nostalgia Proneness: The Integrating Role Of The Need To Belong”, Personality and Individual Differences, 55(8): 904-908, doi.org/10.1016/j.paid.2013.07.020.
  • SHIN, M. and BACK, K. J. (2020). “Effect Of Cognitive Engagement On The Development Of Brand Love In A Hotel Context”, Journal of Hospitality & Tourism Research, 44(2): 328-350, DOI: https://doi.org/ 10.1177/1096348019890055
  • TOYOSHIMA, A. and KUSUMI, T. (2025). “Relationship Between Nostalgia Proneness, Generativity, and Ego Integrity”, The International Journ al of Aging and Human Development, 100(4): 483-501.
  • TUONG, V. D., THACH, N. H., KHANH, P. N. K., HAN, L. T. B. and THANH, P. T. K. (2025). “Understanding Gen Z’s Digital Banking Loyalty: The Role of Switching Costs And Consumption Values”, Journal Of Organizational Behavior Research, 10(1-2025): 44-57.
  • YÜCE, A., SAMSA, Ç. and MERİÇ, K. (2019). “Effects Of Nostalgia Proneness On Consumer- Based Brand Equity: A Case Study On The Eastern Express”, Journal Of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 6(1): 199-212.
  • ZAMAN, S., HAQ, H., ASHFAQ, U. and MUSHTAQ, D. (2025). “The Power of Emotion: How Nostalgia and Trust Drive Brand Engagement Through Emotional Involvement”, Social Science Review Archives, 3(1): 2359-2378.
  • ZHANG, Y. and TAO, W. (2022). “The İmpact Of Nostalgia Proneness On Online Donation Willingness: The Mediating Effect Of Consumer-Brand Relationship”, Frontiers In Psychology, 13: 927330, doi: 10.3389/fpsyg.2022.927330.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Ömür Özkuk

Gönderilme Tarihi 5 Kasım 2025
Kabul Tarihi 19 Kasım 2025
Yayımlanma Tarihi 27 Aralık 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 9 Sayı: 9

Kaynak Göster

APA Özkuk, Ö. (2025). NOSTALJİK EĞİLİM İLE MARKA SADAKATİ İLİŞKİSİ: KUŞAKLARIN DÜZENLEYİCİ ETKİSİ ÜZERİNE BİR ARAŞTIRMA. G.Ü. İslahiye İİBF Uluslararası E-Dergi, 9(9), 13-30.