Exploring retro marketing with sport marketing professionals

Scola, Zach; Gordon, Brian S.

doi:10.1108/sbm-06-2018-0046

Cited by 12 publications

(9 citation statements)

References 48 publications

(89 reference statements)

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“…Therefore, manipulating the logo to examine consumers' feelings toward the piece of merchandise was an effective way to test this nostalgic measure. Considering the importance of logos to professional sport teams and the heavy implementation of retro marks across many leagues (Scola and Gordon, 2019) this study is an initial step to examine a brand nostalgia measure as well as start to understand how nostalgia may operate with sport fans.…”

Section: A Review Of Literaturementioning

confidence: 99%

“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2042-678X.htm one's logo to pay homage to their past (Warriors, 76ers of the NBA, Rams of the National Football League [NFL] and Astros of Major League Baseball [MLB]), the rise of brands such as Mitchell and Ness who sell retro sport merchandise and promotional nights like Nickelodeon night, 80s nights, or turn back the clock nights. Retro marketing in sport has become commonplace (Scola and Gordon, 2018) and sport marketers suggest it has been successful partially due to feelings of nostalgia (Scola and Gordon, 2019). Scholars have begun to examine traits of sport fans who prefer retro logos (Scola et al, 2022) and how nostalgia may play a role in purchase intentions of team sponsor's products (Cho et al, 2021), however, there has been scant examination of effective nostalgia measures towards team branded merchandise.…”

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confidence: 99%

“…In sport, we witness marketers tap into this in various ways such as changing one's logo to pay homage to their past (Warriors, 76ers of the NBA, Rams of the National Football League [NFL] and Astros of Major League Baseball [MLB]), the rise of brands such as Mitchell and Ness who sell retro sport merchandise and promotional nights like Nickelodeon night, 80s nights, or turn back the clock nights. Retro marketing in sport has become commonplace (Scola and Gordon, 2018) and sport marketers suggest it has been successful partially due to feelings of nostalgia (Scola and Gordon, 2019). Scholars have begun to examine traits of sport fans who prefer retro logos (Scola et al.…”

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confidence: 99%

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Time will tell: examining the role of nostalgia in retro sport merchandise purchase intentions

Scola

Dwyer

Gordon

2023

SBM

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PurposeThe authors sought to examine how nostalgic feelings influenced purchase intentions of sport fans towards branded merchandise. Additionally, the goal was to test the childhood brand nostalgia (CBN) scale to see if it was an effective measure in this context. This was an important early step in understanding the way nostalgia may influence sport fan's merchandise preferences.Design/methodology/approachSurveys were completed by 601 fans of two professional sport teams in the USA. These consumers were targeted geographically through Amazon Mechanical Turk (MTurk) and half given a modern branded t-shirt and the other half a retro branded t-shirt. To examine brand nostalgia in this context, the CBN measure was evaluated and examined to see its impact on each group, using hierarchical regressions.FindingsThe results demonstrated that CBN positively impacted consumers purchase intentions in the retro logoed t-shirt group. However, in the modern logoed t-shirt group, CBN did not significantly influence purchase intentions.Practical implicationsThe findings of this study suggest that retro merchandise is working as expected, as it is attractive to those who feel nostalgic about their team. Secondarily, this study's findings suggest it may be vital for marketers to be conscious that their retro materials are connecting to the past.Originality/valueThis study was an early examination of a measure of nostalgia and its impact on purchase intentions in sport. The findings suggested that this CBN instrument may be appropriate in retro marketing research, especially regarding sport merchandise. Further, the findings suggest that nostalgic feelings may be influential toward retro merchandise, but not modern merchandise.

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Section: A Review Of Literaturementioning

confidence: 99%

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confidence: 99%

mentioning

confidence: 99%

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Time will tell: examining the role of nostalgia in retro sport merchandise purchase intentions

Scola

Dwyer

Gordon

2023

SBM

Self Cite

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“…Many countries, like Macau, use nostalgia as a tool to foster a sense of belonging and connection with the locals (Leong et al, 2015). Scola & Gordon (2019) want to look into the topic of nostalgia in sports marketing because it is under-examined. According to (Scola & Gordon, 2019), key themes are discovered and implemented by examining the extent to which retro marketing in relation with the history of the sports team can be linked to nostalgia.…”

Section: Nostalgic Emotionmentioning

confidence: 99%

What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

Bhutto

Shaikh

Amar³

et al. 2021

J. Soc. Sci. Adv.

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Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural equation modelling (CB-SEM). The results show that nostalgic emotion has positive and significant effect on purchase intention of customers. Moreover, mediating effect of attitude and attachment was confirmed in between nostalgic emotion and purchase intention. Consequently, this study confirmed that organizations should work on customer attitude and attachment which are the possible causes of nostalgic emotion, it may sufficiently increases customers’ purchase intention.

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“…It can be described as an individual's positive memory of past experiences (Havlena and Holak, 1991). Sports marketers consider nostalgia crucial to promote fans' consumption (Scola and Gordon, 2019). A nostalgic feeling is perceived when people recall a positive past experience and compare it to a less satisfying present moment (Cho et al , 2014).…”

Section: Introductionmentioning

confidence: 99%

Sport fans' nostalgia and revisit intention to stadiums during the Covid-19 pandemic

Takata

Hallmann

2022

IJEFM

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PurposeThis study aimed to examine how sport fans' nostalgia influenced their revisit intention to stadiums. Using data collected during the Covid-19 pandemic, the study further analyzed the moderation effect of sport fans' match attendance on the relationship between nostalgia and revisit intention.Design/methodology/approachThe study used an online survey querying baseball and football fans in Japan (n = 863). These leagues completed their 2020 regular season with and without crowds due to the pandemic. Nostalgia was measured using three dimensions: sports team, environment and socialization. The model was tested using confirmatory factor analysis and structural equation modeling (SEM). Multigroup SEM also investigated the moderating effect of match attendance in 2020.FindingsIn the proposed model, nostalgia for sport teams significantly influenced sport fans' intention to revisit stadiums. Nostalgia for sport teams encouraged fans who attended live sport matches during the pandemic more than fans who did not attend the live matches. Nostalgia for sport environment and socialization did not significantly affect sport fans' intentional behavior. However, the results revealed that non-attending fans were stimulated to return to stadiums by nostalgia for the environment.Originality/valueThis study examined the individual impacts of the sport fans' nostalgia dimensions. These nostalgia dimensions were omitted in previous studies. Our findings and proposed model may be used by practitioners in sports teams and leagues to deal with fans' perceived loss of the sport during the Covid-19 pandemic.

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Exploring retro marketing with sport marketing professionals

Cited by 12 publications

References 48 publications

Time will tell: examining the role of nostalgia in retro sport merchandise purchase intentions

Time will tell: examining the role of nostalgia in retro sport merchandise purchase intentions

What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

Sport fans' nostalgia and revisit intention to stadiums during the Covid-19 pandemic

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