The Effect of Nostalgia Proneness, Brand Image and Brand Trust on Purchase Intention and Brand Loyalty in Retro Marketing Applications

With developing and changing marketing insights there are also changes in consumer behavior. Many different marketing strategies have been developed along with the changes and the sense of longing for the past has been used in marketing. The main aim of the research is to determine the direct and indirect effects of brand image, brand trust and nostalgia trend on brand loyalty and purchase intention under the title of retro marketing applications. The data obtained from the survey results were analyzed with SPSS 18 and AMOS 22 programs.As a result of analysis of research data; nostalgia proneness and trust in the retro brand have been observed to affect brand loyalty and brand loyalty directly affects the intention to buy. In addition, it was concluded that the trend of nostalgia and trust in the retro brand had indirect effects on the intention of buying through brand loyalty.