{"id":3404,"date":"2016-09-14T20:53:54","date_gmt":"2016-09-14T17:53:54","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=3404"},"modified":"2016-09-16T02:16:34","modified_gmt":"2016-09-15T23:16:34","slug":"nostalgia-from-the-younger-generation-perspective-the-impact-of-nostalgia-advertising-on-postmodern-individuals","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/nostalgia-from-the-younger-generation-perspective-the-impact-of-nostalgia-advertising-on-postmodern-individuals","title":{"rendered":"Nostaljiye Gen\u00e7 Bak\u0131\u015f: Nostalji \u0130\u00e7erikli Reklamlar\u0131n Postmodern Bireyler \u00dczerindeki Etkisi"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nNostaljiye Gen\u00e7 Bak\u0131\u015f: Nostalji \u0130\u00e7erikli Reklamlar\u0131n Postmodern Bireyler \u00dczerindeki Etkisi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nEbru G\u00fczel, Elif Yolbulan Okan<\/td>\n<\/tr>\n
Cilt:<\/td>\n7<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n3<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2016<\/td>\n<\/tr>\n
Sayfa:<\/td>\n137-154<\/td>\n<\/tr>\n
ISSN:<\/td>\n1309-2448<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2016321813<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Her alanda rekabetin yo\u011funla\u015fmas\u0131 ve t\u00fcketici beklentilerinin her ge\u00e7en g\u00fcn artmas\u0131 firmalar\u0131n markala\u015fma stratejilerinde s\u00fcrekli yeni aray\u0131\u015flara ba\u015fvurmas\u0131n\u0131 gerektirmektedir. Markalar t\u00fcketicilerinin dikkatini \u00e7ekecek, onlar\u0131n hem d\u00fc\u015f\u00fcncelerine, hem duygular\u0131na hitap edecek yeni unsurlar ararken nostalji ve retro kavram\u0131n\u0131n \u00f6nemli f\u0131rsatlar sundu\u011fu g\u00f6r\u00fclmektedir. Reklamlarda nostalji temas\u0131n\u0131n kullan\u0131m\u0131n\u0131n giderek artmas\u0131 etkinlik konusunda ara\u015ft\u0131rmalar\u0131n gereklili\u011fini ortaya \u00e7\u0131karm\u0131\u015ft\u0131r. Bu ara\u015ft\u0131rman\u0131n amac\u0131 \u00f6zellikle postmodern bireyler olarak tan\u0131mlanan 1980-1985 aras\u0131 do\u011fumlu kohort \u00f6rrneklem grubunun nostalji e\u011filimlerini belirlemek ve reklamlarda kullan\u0131lan nostalji temas\u0131na yakla\u015f\u0131mlar\u0131n\u0131 analiz etmektir. Anket y\u00f6ntemiyle toplanan veriler analiz edildi\u011finde kat\u0131l\u0131mc\u0131lar\u0131n nostalji e\u011filimleri tespit edilmi\u015f \u00f6zellikle ki\u015fisel ve ki\u015fileraras\u0131 nostaljinin \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131 g\u00f6r\u00fclm\u00fc\u015ft\u00fcr. Ayr\u0131ca nostalji i\u00e7eren reklamlar\u0131n kat\u0131l\u0131mc\u0131lar\u0131 sat\u0131n alma gibi davran\u0131\u015fa y\u00f6neltmeden ziyade duygular\u0131 tetikledi\u011fi saptanm\u0131\u015ft\u0131r.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nNostalji, Nostaljik Reklamlar, Retro Reklamlar<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM37, M30<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Nostaljiye Gen\u00e7 Bak\u0131\u015f: Nostalji \u0130\u00e7erikli Reklamlar\u0131n Postmodern Bireyler \u00dczerindeki Etkisi Yazar(lar): Ebru G\u00fczel, Elif Yolbulan Okan Cilt: 7 Say\u0131: 3 Y\u0131l: 2016 Sayfa: 137-154 ISSN: 1309-2448 DOI Numaras\u0131: 10.20409\/berj.2016321813 \u00d6z Her alanda rekabetin yo\u011funla\u015fmas\u0131 ve t\u00fcketici beklentilerinin her ge\u00e7en g\u00fcn artmas\u0131 firmalar\u0131n markala\u015fma stratejilerinde s\u00fcrekli […]<\/p>\n

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