The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty


  • Fatih Pinarbasi Istanbul Medipol University
  • Ceyda Aysuna Türkyılmaz



PWYW, Retro Marketing, Nostalgia, Retro Brand, Experience


Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.


Download data is not yet available.


Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3), 52-68.

Brown, S. (1999). Retro-marketing: yesterday’s tomorrows, today!. Marketing Intelligence & Planning, 17 (7), 363-376.

Brown, S. (2001). The retromarketing revolution: l'imagination au pouvoir. International Journal of Management Reviews, 3 (4), 303-320.

Brown, S., Kozinets, R. V. ve 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.

Burton, S., Lichtenstein, D. R., Netemeyer, R. G. ve Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the academy of marketing science, 26 (4), 293-306.

Dağdaş, G. (2013). İşletmelerde Retro Pazarlama Uygulamalarının Müşteri Bağlılığına Etkileri Üzerine Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi .

Erdem, T., Swait, J. ve Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70 (1), 34-49.

Hallegatte, D. (2014). Retrobranding: Selling the past.

Hellier, P. K., Geursen, G. M., Carr, R. A. ve Rickard, J. A. (2003). Customer repurchase intention: A

general structural equation model. European journal of marketing, 37 (11/12), 1762-1800. Hirschman, E. C. ve Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and

propositions. The Journal of Marketing , 92-101.

Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer

tastes. Journal of Consumer research, 20 (2), 245-256.

Jacoby, J. ve Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing

research , 1-9.

Kuenzel, S. ve Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand

identification. Journal of Product & Brand Management, 293-304. Oliver, R. L. (1999). Whence consumer loyalty?.Journal of Marketing, 33-44.Patterson, P. G. ve Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of service Industry management, 8 (5), 414-434.

Preis, M. W. (2003). The impact of interpersonal satisfaction on repurchase decisions. Journal of supply chain management, 39 (2), 30-38.

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15 (1-3), 53-67.

Turkyilmaz, C. A. (2016). Geçmişin gücü : Retro Pazarlama - Retro Pazarlama Sürecinde Duygusal Bağlılığın Marka sadakatine Etkisi Üzerine Bir Araştırma. İstanbul: Beta Basım Yayım Dağıtım A.Ş.

Türk Dil Kurumu Büyük Türkçe Sözlük. (2017b). Nisan 17, 2017 tarihinde adresinden alındı

Yi, Y. ve La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology & Marketing, 21 (5), 351-373.

Yüksel, M. (2014). Modern Pazarlamada Yeni Bir Yaklaşım: Retro Pazarlamanın Tüketici Algısına Etkisi. Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi .

Yoo, B. ve Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52 (1), 1-14.

Zarantonello, L. ve Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17 (7), 532-540. (2017). Nisan 13, 2017 tarihinde adresinden alındı




How to Cite

Pinarbasi, F., & Türkyılmaz, C. A. (2017). The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty. International Journal of Research in Business and Social Science (2147- 4478), 6(2), 13–25.