The main objective of this study is to investigate the effect of Retro marketing on brand loyalty over generations. Descriptive scanning model was used in the study. This research was conducted among 412 respondents 142 of whom were from Generation Z, 134 were from Generation Y and 136 were from Generation X. Simple random sample was used as a method.. Data analysis was done in SPSS 16 package program. In the analysis of the data, descriptive statistics such as frequency, percentage and one way ANOVA and two way ANOVA tests were used. As a result of the research, brand loyalty and Retro marketing perceptions differed from generation to generation. All individuals have the feeling of nostalgia which can affect their relationships with other people, objects and services. However results show that the brand loyalty and Retro marketing perceptions of X generation individuals are higher than Y and Z generations. The fact that they see the similar ads which they see during their youth in different formats makes them increase their brand loyalty. Since nostalgic products remind the individual of a living, an event, a situation in the old history and encourage the individual to buy that product.

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Bu çalışmanın amacı, kurumsal sosyal sorumluluğun satın alma niyeti üzerindeki etkisinin belirlenmesidir. Bu amaçla tasarlanan araştırmada ekonomik, yasal, etik ve gönüllü sosyal sorumluluk ele alınmış, bu boyutlarla birlikte satın alma niyetini ölçen anket formu tüketicilere yöneltilerek veri toplanmıştır. Analizler sonucunda elde edilen çıkarımlarda, işletmelerin sosyal sorumluluk faaliyetlerinin tüketiciler tarafından önemsendiği ve işletmelerin ürün ve hizmetlerini satın alma yönündeki niyetleri olumlu yönde etkilediği vurgulanmaktadır. Ancak satın alma niyetinin her zaman satın alma davranışıyla sonuçlanmadığı ve kurumsal sosyal sorumluluk dışında satın alma niyetini tetikleyen birçok unsur olduğu göz ardı edilmemelidir.

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