Nostalgia Spurs Purchase Intentions of Sponsors’ Products

How does nostalgia among fans influence their attitudes and behaviors toward a team’s sponsors? This was a topic CSMRE faculty affiliate Hyun-Woo Lee and colleagues recently examined. They collected data from European Professional Football Leagues (EPFL) fans. Results of the study showed that as the fans’ nostalgia increased, so too did their positive attitudes toward sponsors, as well as their intentions to purchase the sponsors’ products. The findings have implications for the ways in which sponsors engage team fans.

Cho, H., Lee, H. W., & Chiu, W. (2021). Satellite fans: Does sport nostalgia influence purchase intention toward sponsors’ products?. Journal of Retailing and Consumer Services, 62, 102653. https://doi.org/10.1016/j.jretconser.2021.102653