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Examining the Impact of Nostalgic Feelings on Sport Consumer Preferences towards Team Apparel.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Examining the Impact of Nostalgic Feelings on Sport Consumer Preferences towards Team Apparel./
作者:	Scola, Zach.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	151 p.
附註:	Source: Dissertations Abstracts International, Volume: 81-02, Section: B.
Contained By:	Dissertations Abstracts International81-02B.
標題:	Sports management. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13886100
ISBN:	9781085606905

Examining the Impact of Nostalgic Feelings on Sport Consumer Preferences towards Team Apparel.
Scola, Zach.

Examining the Impact of Nostalgic Feelings on Sport Consumer Preferences towards Team Apparel. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 151 p.

Source: Dissertations Abstracts International, Volume: 81-02, Section: B.

Thesis (Ph.D.)--University of Kansas, 2019.

This item must not be sold to any third party vendors.

Retro marketing has become a heavily relied upon practice by sport marketers (Scola & Gordon, 2018). Many contributed the uptick in retro marketing overall to the fin de siecle effect, which is the concept of "endism." Scholars suggested people may look more fondly towards their past as they were approaching the end of an era as we did when the 2000's began (Brown, 2013; Stern, 1992). Despite this assumption, we are now nearly 20 years beyond the turn of the century and marketers continue to heavily implement retro marketing and sport teams are no exception. Although there appears to be a reliance on retro marketing in sport, we have minimal knowledge regarding what emotions these practices elicit or how they impact consumer behavior. The purpose of this study was two-fold. First, the author examined how nostalgic feelings influenced consumer's feelings and intentions towards their favorite team's merchandise as well as the author sought to compare how consumers responded to retro and modern merchandise differently. The author created a model that examined how Cho et al.'s (2017) nostalgic feelings towards a sport team construct influenced perceived value, purchase intentions and willingness to pay a price premium. A theoretical model was created and tested among two participant pools, one exposed to merchandise with a modern logo and the other containing a retro logo. Data were collected from two fan bases, the Denver Broncos and Houston Rockets with participants (N = 419) completing a survey through Amazon Mechanical Turk where participants were randomly assigned a retro (n = 201) or modern (n = 218) prompt. To analyze these results, Kline's (2016) two-step approach was utilized on each pool. First, a confirmatory factor analysis was run to test validity and reliability, this process determines if the items loaded correctly on each measure. Second structural equation modeling was conducted to examine the relationships between variables, test hypotheses, and examine overall model fit. It is important to examine the psychometric properties first through a factor analysis to then refine the model for structural assessment (Kline, 2016).The results of this study added credence to the importance of nostalgic feelings towards sport merchandise and shed light on many future avenues of research regarding retro marketing in sport. First, the author found that nostalgic feelings led to increased perceived value towards both pieces of merchandise. Additionally, the results demonstrated that as a participants' perceived value increased so did their behavioral intentions towards the shirt, regardless of which t-shirt they were presented. Most interestingly, the author found that nostalgic feelings only led to increased purchase intentions and willingness to pay a price premium when the participant was presented the retro t-shirt. Considering how nostalgic feelings may impact consumer behavior is extremely important when examining retro marketing in sport. As nostalgia is often considered a positive emotion, (Cattaneo & Guerini, 2012; Pascal et al., 2002) it should come as no surprised that it increased perceived value in each context. Yet, it appeared to only influence behavioral intentions when the participants were given the retro t-shirt; this was the most novel finding of the study and is extremely important as this may suggest increasing nostalgic feelings of fans may only prove beneficial towards a team's retro merchandise. Other scholars have similarly found that a retro marketing practice may elicit more positive feelings overall than a modern practice (Muehling et al., 2014), but it is important to take this further and examine consumers intentions and behaviors. If nostalgic feelings can prove to be impactful, future researchers should investigate how they influence the many different aspects of retro marketing in sport. This study and framework should be crucial to future research on retro marketing in sport.

ISBN: 9781085606905Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Marketing

Examining the Impact of Nostalgic Feelings on Sport Consumer Preferences towards Team Apparel.
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500 $a Source: Dissertations Abstracts International, Volume: 81-02, Section: B.
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520 $a Retro marketing has become a heavily relied upon practice by sport marketers (Scola & Gordon, 2018). Many contributed the uptick in retro marketing overall to the fin de siecle effect, which is the concept of "endism." Scholars suggested people may look more fondly towards their past as they were approaching the end of an era as we did when the 2000's began (Brown, 2013; Stern, 1992). Despite this assumption, we are now nearly 20 years beyond the turn of the century and marketers continue to heavily implement retro marketing and sport teams are no exception. Although there appears to be a reliance on retro marketing in sport, we have minimal knowledge regarding what emotions these practices elicit or how they impact consumer behavior. The purpose of this study was two-fold. First, the author examined how nostalgic feelings influenced consumer's feelings and intentions towards their favorite team's merchandise as well as the author sought to compare how consumers responded to retro and modern merchandise differently. The author created a model that examined how Cho et al.'s (2017) nostalgic feelings towards a sport team construct influenced perceived value, purchase intentions and willingness to pay a price premium. A theoretical model was created and tested among two participant pools, one exposed to merchandise with a modern logo and the other containing a retro logo. Data were collected from two fan bases, the Denver Broncos and Houston Rockets with participants (N = 419) completing a survey through Amazon Mechanical Turk where participants were randomly assigned a retro (n = 201) or modern (n = 218) prompt. To analyze these results, Kline's (2016) two-step approach was utilized on each pool. First, a confirmatory factor analysis was run to test validity and reliability, this process determines if the items loaded correctly on each measure. Second structural equation modeling was conducted to examine the relationships between variables, test hypotheses, and examine overall model fit. It is important to examine the psychometric properties first through a factor analysis to then refine the model for structural assessment (Kline, 2016).The results of this study added credence to the importance of nostalgic feelings towards sport merchandise and shed light on many future avenues of research regarding retro marketing in sport. First, the author found that nostalgic feelings led to increased perceived value towards both pieces of merchandise. Additionally, the results demonstrated that as a participants' perceived value increased so did their behavioral intentions towards the shirt, regardless of which t-shirt they were presented. Most interestingly, the author found that nostalgic feelings only led to increased purchase intentions and willingness to pay a price premium when the participant was presented the retro t-shirt. Considering how nostalgic feelings may impact consumer behavior is extremely important when examining retro marketing in sport. As nostalgia is often considered a positive emotion, (Cattaneo & Guerini, 2012; Pascal et al., 2002) it should come as no surprised that it increased perceived value in each context. Yet, it appeared to only influence behavioral intentions when the participants were given the retro t-shirt; this was the most novel finding of the study and is extremely important as this may suggest increasing nostalgic feelings of fans may only prove beneficial towards a team's retro merchandise. Other scholars have similarly found that a retro marketing practice may elicit more positive feelings overall than a modern practice (Muehling et al., 2014), but it is important to take this further and examine consumers intentions and behaviors. If nostalgic feelings can prove to be impactful, future researchers should investigate how they influence the many different aspects of retro marketing in sport. This study and framework should be crucial to future research on retro marketing in sport.
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