Satellite fans: Does sport nostalgia influence purchase intention toward sponsors’ products?

Heetae Cho, Hyun Woo Lee, Weisheng Chiu

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)

Abstract

The purpose of this study was to investigate how nostalgia influences their attitude towards the European Professional Football Leagues (EPFL) sponsors and purchase intention towards EPFL sponsors' products. Based on a convenience sampling, a total of 317 EPFL fans in Singapore responded to an online survey that included items on sport nostalgia, attitude towards EPFL sponsors, and intention to purchase EPFL sponsors' products. Data were analysed using confirmation factor analysis (CFA) and structural equation modelling (SEM). The results showed that sport nostalgia had a direct positive effect on both attitude and purchase intention towards EPFL sponsors’ products. Also, this study found that sport nostalgia had a significant indirect effect on purchase intention through attitude. From the findings of this research, sponsors could understand the role of sport nostalgia and would be able to implement marketing strategies that direct their consumers to purchase their products.

Original languageEnglish
Article number102653
JournalJournal of Retailing and Consumer Services
Volume62
DOIs
Publication statusPublished - Sept 2021

Keywords

  • Attitude toward sponsors
  • Purchase intention
  • Satellite fan
  • Sport nostalgia

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