التسويق الرجعي كمحدد لأبعاد الوزن النسبي للعلامة بين أجيال Baby Boomers وGeneration X وMillennials دراسة تحليلية مقارنة

1 Pinto, A. P. B. V. (2019) Retro Marketing e Inovação Empresarial em Portugal [Retro Marketing and Business Innovation in Portugal]. (Doctoral dissertation). University of Minho. Retrieved on 28 December 2022 from https://repositorium.sdum.uminho.pt/bitstream/1822/60276/1/TESE_Ana%2bPatri_cia%2bBarbosa%2bVasconcelos%2bPinto.pdf

[1] Brown, S. (2001a) Torment Your Customers (They’ll Love It), Harvard Business Review, Volume 79(9), 82-88.

3 Özkan Pir, E. (2019) Nostalgic Evolution Of Marketing: Retro-Marketing, The Journal of Social Science. https://doi.org/10.30520/tjsosci.616780

4 Bunch, C. Y. (2022) Nostalgia as a Tactic for Marketers: The Use of Retro Marketing to Entice Consumer Purchase,‏ Association of Marketing Theory and Practice Proceedings 2022. 8. 

5 Scola, Z., & Gordon, B. (2019) The Impact of Nostalgic Feelings on Retro Merchandise in Sport, In 2019 Sport Marketing Association Conference (SMA XVII). Chicago, IL.‏

6 Guffey, E. E. (2006) Retro: The Culture of Revival. Londres : Reaktion Books, p. 187

7 Hallegatte, D. (2015) Le rétromarketing: comment le marketing s’ est tourné vers le passé [Retromarketing: how marketing has turned to the past], 14e Congrès des tendances du marketing, Paris.

8 Mariah, S. (2021) 5 Brands That Used Nostalgia to Win at Marketing. Retrieved on 25 July 2022 from https://www.spiralytics.com/blog/brands-that-used-nostalgia-to-win-at-marketing/

9 Gajanova, L., & Zdenka, V. (2020) Retro-marketing –A Phenomenon of Modern Times, Technology transfer: innovative solutions in Social Sciences and Humanities, 3, 42-44. DOI: https://doi.org/10.21303/2613-5647.2020.001299

10 Braz, A., Tavares, I., Grazina, J., Silva, O., & Marcos, A. (2021, June) Art State of Retro Marketing in the Modern Times, In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1-7). IEEE.‏

11 O’Brien, J. (2018) Establishing a retro-marketing rental company: VW Kamper case study, The International Journal of Entrepreneurship and Innovation, 19(2), 125-133.‏ Retrieved on 25 July 2022 from https://journals.sagepub.com/doi/full/10.1177/1465750318761647?casa_token=2r4Xzn9SzZ4AAAAA%3ADELwuCIPGs1GfkVph1wsPKVRj3LkNunL0-orFY2LavYkF7evInZOdl0Ftzsl1l-N593M_jMeQAWpPA

12 Holotová, M., Kádeková, Z., & Ko, I. (2020) Retro-Marketing  – A Power Of Nostalgia Which Works Among The Audience, Communication Today, 11(2), 9.

13 Grębosz, M., & Pointet, J.-M. (2015) The “Retro” Trend in Marketing Communication Strategy of Global Brands, Journal of Intercultural Management, 7(3), 119–132. https://doi.org/10.1515/joim-2015-0024

14 Barbery-Montoya, D., Lavayen-León, M., Vera-Suárez, R. (2019) Guardianes de la Galaxia y nostalgia. La banda sonora como factor generador de fidelidad de la marca a través de los recuerdos [Guardians of the Galaxy and nostalgia. The soundtrack as a factor that generates brand loyalty through memories], Revista Espacios, 40 (20), 22.

15 Hajlaoui, L.L., & Gharbi, A. (2020) Nostalgia: An Attractive Theme for Marketing Researchers, International Journal of Marketing Studies, 12(1), 30-38. DOI: https://doi.org/10.5539/ijms.v12n1p30

16 Tümbek Tekeoğlu, N., & Tığlı, M. (2016) Retro Pazarlama Açısından Halen Varolmayan Eski Markaların Tüketiciler Tarafından Anımsanması Ve Tanınması Üzerine Bir Pilot Çalışma [A Pilot Study on Recognition and Recognition of Old Brands by Consumers in terms of Retro Marketing], Kastamonu University Journal of Economics & Administrative Sciences Faculty, 12.

17 Crespo-Pereira, V., Membiela-Pollán, M., & Sánchez-Amboage, E. (2022) Nostalgia, Retro-Marketing, and Neuromarketing: An Exploratory Review, Journal of Creative Industries and Cultural Studies-JOCIS, 7, 107-126.

18 Amatulli, C., Pino, G., De Angelis, M., & Cascio, R. (2018) Understanding Purchase Determinants of Luxury Vintage Products, Psychology & Marketing, 35(8), 616-624. DOI: https://doi.org/10.1002/mar.21110

19 Hallegatte, D., & Marticotte, F. (2016) Nostalgia’s Role in Retromarketing. In Kim, Kacy K. (Ed.), Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer. DOI: https:// doi.org/10.1007/978-3-319-26647-3_158

20 Clemente Ricolfe, J. S., Vera, J. M. B. & Emper, E. S. (2013) Estudio de los factores de compra de productos retro y segmentación del mercado potencial retro [Study of the purchase factors of retro products and segmentation of the potential retro market], Contaduría y administración, 58 (1), 225-250. DOI: https://doi. org/10.1016/S0186-1042(13)71204-X

21 Cui, R. (2015) A Review of Nostalgic Marketing, Journal of Service Science and Management, 8(1), 125-131. DOI: https://doi.org/10.4236/jssm.2015.81015

22 Muehling, D. D., & Pascal, V. J. (2012) An Involvement Explanation for Nostalgia Advertising Effects, Journal of Promotion Management, 18(1), 100–118. DOI: https://doi.org/10.1080/10496491.2012.646222

23 FioRito, T. A. & Routledge, C. (2020) Is Nostalgia a Past or Future-Oriented Experience? Affective, Behavioral, Social Cognitive, and Neuroscientific Evidence, Frontiers in Psychology, 11:1133. DOI: https://doi.org/10.3389/ fpsyg.2020.01133

24 Oz, A., & Arslan, B. (2017) The effect of retro-looking products oriented consumer attitude on brand loyalty, Pressacademia, 4(1), 158-170. DOI: https:// doi.org/10.17261/Pressacademia.2017.531

25 Ahmad, F., & Guzmán, F. (2020) Brand Equity, Online Reviews, and Message Trust: The Moderating Role of Persuasion Knowledge, Journal of Product & Brand Management, 1–16 , https://doi.org/10.1108/JPBM-09-2019-2564

26 Rana, J., & Paul, J. (2020) Health motive and the purchase of organic food: A meta-analytic review, International Journal of Consumer Studies, 44(2), 162–171. https://doi.org/10.1111/ijcs.12556

27 Chatzipanagiotou, K., Veloutsou, C., & Christodoulides, G. (2016) Decoding the complexity of the consumer-based brand equity process,  Journal of Business Research, 69(11), 5479–5486. https://doi. org/10.1016/j.jbusres.2016.04.159

28 Kessous, A., Roux, E., & Chandon, J. L. (2015) Consumer–brand Relationships: A Contrast of Nostalgic and Non-nostalgic Brands, Psychology & Marketing, 32(2), 187–202. https://doi.org/10.1002/mar.20772

29 Gineikiene, J., & Diamantopoulos, A. (2017) I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia, Journal of International Business Studies, 48(8), 992–1008.

30 Joshi, R., & Garg, P. (2020) Role of brand experience in shaping brand love, International Journal of Consumer Studies, 45(2), 259-272, https://doi.org/10.1111/ijcs.12618

31 Şahin, E., & Fatma, K.(2019) Retro Pazarlama Kapsamında Tüketicilerin Retro Marka Eğilimlerinin Retro Marka Farkındalığına Ve Retro Marka Güvenine Etkisi: Konya İlinde Bir Araştırma [The Effect of Consumers' Retro Brand Trends on Retro Brand Awareness and Retro Brand Trust in the Scope of Retro Marketing: A Study in Konya], Fırat Üniversitesi Sosyal Bilimler Dergisi, 29(1), 227-248.

32 Sciammarella, C. (2021) Il branding nel retro marketing e l'influenza sul consumer behaviour: il fenomeno Stranger Things [Branding in retro marketing and the influence on consumer behavior: the Stranger Things phenomenon], (Bachelor's Degree Thesis). University of Luiss Guido Carli, Italy. Retrieved on 20 December 2022 from http://tesi.luiss.it/32102/1/231671_Sciammarella_Carlamaria.pdf

33 Tanmay, C., Shradha, S., & Mahesh, K. (2009) Determinants of brand equity-A blue print for building strong brand: A study of automobile segment in India, African Journal of Marketing Management, 1(4), 109-121.

34 Atilgan, E., Aksoy, Ş., & Akinci, S. (2005) Determinants of the Brand Equity: A Verification Approach in the Beverage Industry in Turkey, Marketing intelligence & planning, 23(3), 237-248

35 Battistoni, E., Fronzetti Colladon, A., & Mercorelli, G. (2013) Prominent determinants of consumer-based brand equity, International Journal of Engineering Business Management, 5, 5-25.

36 Fayrene, C. Y., & Lee, G. C. (2011) Customer-based brand equity: A literature review, Researchers World, 2(1), 33.

37 Brochado, A., & Oliveira, F. (2018) Brand Equity in the Portuguese Vinho Verde “Green Wine” Market, International Journal of Wine Business Research, 30(1), 2-18

38 Saputra, S. (2022) The Influence Of Brand Awareness, Brand Image, Perceived Quality And Brand Loyalty On Brand Equity In Banking Sector, Journal of Business Studies and Management Review, 5(2), 319-326

39 Shariq, M. (2018) Brand equity dimensions-a literature review, International Research Journal of Management and Commerce, 5(3), 312.

40 Forero Siabato, M. F., & Duque Oliva, E. J. (2014) Evolución y caracterización de los modelos de Brand Equity [Evolution and characterization of Brand Equity models], Suma de negocios, 5(12), 158-168.

41 Keller, K. L. (1993) Conceptualizing, measuring, and managing customer-based brand equity, Journal of marketing, 57(1), 1-22.

42 Keller, K.L. (2001) Building Customer-Based Brand Equity, Marketing Management. 10(2), 14-19.

43 Keller, K.L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity, second edition. New Jersey: Prentice Hall.

44 Göktaş, B., & PARILTI, N. (2016) Bütünleşik pazarlama iletişiminin marka imajina etkisi: Bir uygulama [Effect of Integrated Marketing Communication on the Brand Image: An Application], Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(3), 923-944.