Brand Identity and Brand Image of Consumers in Retro Marketing Context: A Research on GAUN Academicians

• Main Authors: Reyhan SARIÇİÇEK, Filiz ÇOKAY ÇOPUROĞLU, İbrahim Halil KORKMAZ
• Format: Article
• Language: English
• Published: Gaziantep University 2017-04-01
• Series: Gaziantep University Journal of Social Sciences
• Subjects: Retro Marketing; Nostalgia; Brand Image; Retro Pazarlama; Nostalji; Marka İmajı
• Online Access: http://dergipark.gov.tr/jss/issue/28717/300703?publisher=gantep

Along with the postmodern transition of marketing, new concepts have emerged. One of these concepts is the retro marketing, which aims to revitalize forgotten products, brands, and combine old and new. Retro marketing aims to present products or services to the market in a nostalgic structure. Retro products delight consumers as there are products that remind of an anime, an event, or an object that lived in the past. For this reason, companies try to appeal to consumers' aspirations of the past by aiming to give consumers more pleasure while creating brand identity and brand image. The purpose of this research is to investigate the brand image and brand identity created with the aim of retro marketing and examine the nostalgia and brand relation in the eyes of consumers. The purpose of this research is to investigate the brand image and brand identity created with the aim of retro marketing and examine the nostalgia and brand relation in the eyes of consumers.