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

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Along with the postmodern transition of marketing, new concepts have emerged in marketing. 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.

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Retro Marketing , Nostalgia , Brand Image , Brand Identity

Gaziantep University Journal Of Social Sciences

358

Gaziantep University Journal Of Social Sciences