TY - JOUR
T1 - Satellite fans
T2 - Does sport nostalgia influence purchase intention toward sponsors’ products?
AU - Cho, Heetae
AU - Lee, Hyun Woo
AU - Chiu, Weisheng
N1 - Publisher Copyright:
© 2021 Elsevier Ltd
PY - 2021/9
Y1 - 2021/9
N2 - 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.
AB - 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.
KW - Attitude toward sponsors
KW - Purchase intention
KW - Satellite fan
KW - Sport nostalgia
UR - http://www.scopus.com/inward/record.url?scp=85109458595&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2021.102653
DO - 10.1016/j.jretconser.2021.102653
M3 - Article
AN - SCOPUS:85109458595
SN - 0969-6989
VL - 62
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102653
ER -