Izvorni znanstveni članak
https://doi.org/10.7906/indecs.24.5.7
The Mediating Role of Brand Loyalty in the Impact of Customer Orientation on Retro Marketing Practices
Abdulvahap Baydaş
; Düzce University Faculty of Business Administration, Department of Marketing, Düzce, Türkiye
Yalçın Karagöz
; Düzce University Faculty of Business Administration, Department of Health Management, Düzce, Türkiye
Murat Bayat
orcid.org/0000-0003-0029-948X
; Düzce University Faculty of Business Administration, Department of International Trade 1and Finance, Düzce Türkiye
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* Dopisni autor.
Sažetak
Retro marketing is a type of nostalgia-oriented marketing that reintroduces past brands, products, and fashions. This study aims to examine the mediating role of brand loyalty in the relationship between customer orientation and retro marketing practices. The main population of the study comprises individuals aged 18 and above residing in the Düzce province of Türkiye. A quantitative research approach was employed, and data were collected by an online questionnaire from 410 participants selected by convenience sampling method. The data were subsequently analysed using the SPSS statistical software. The results of the study indicate that individuals exhibit a strong customer orientation, possess a positive perception of retro marketing practices, and demonstrate a moderate level of brand loyalty. Retro marketing approaches were found to have a positive association with age, marital status, education, and occupation. It has been found that customer orientation has a significant and positive direct effect on retro marketing; specifically, a one-unit increase in customer orientation leads to a 0,153-fold increase in retro marketing. Additionally, a one-unit increase in customer orientation results in a 0,142-fold increase in brand loyalty.
Ključne riječi
customer orientation; retro marketing; brand loyalty
Hrčak ID:
349657
URI
Datum izdavanja:
30.10.2026.
Posjeta: 0 *