Despite its recent proliferation in marketing, the use of nostalgia as an advertising tool has been scarcely investigated in the context of sports marketing. This study aims to investigate the effects of nostalgic advertising in sports season ticket campaigns (i.e., advertising communication aimed at promoting the sales of seasonal tickets for a sports team). Building on the nostalgia literature, the study advances that nostalgic advertising may exert a different impact on consumers’ choices (i.e., intention to purchase the ticket and spread positive word-of-mouth for the advertised campaign) depending on individuals’ current attitude toward the sports team (determined by recent sporting performances). The results show that recalling a glorious sporting past may be the most effective strategy for persuading fans with a current negative attitude to- ward their favorite team. Further, a nostalgic ad may prove more appealing for individuals who describe themselves as ardent fans. The paper ends with a discussion of its findings’ and implications for marketers.
When Things Go Wrong, Bring Me Back to the Past: Nostalgic Advertising in Sport Season Tickets Campaigns
Pichierri Marco;
2018-01-01
Abstract
Despite its recent proliferation in marketing, the use of nostalgia as an advertising tool has been scarcely investigated in the context of sports marketing. This study aims to investigate the effects of nostalgic advertising in sports season ticket campaigns (i.e., advertising communication aimed at promoting the sales of seasonal tickets for a sports team). Building on the nostalgia literature, the study advances that nostalgic advertising may exert a different impact on consumers’ choices (i.e., intention to purchase the ticket and spread positive word-of-mouth for the advertised campaign) depending on individuals’ current attitude toward the sports team (determined by recent sporting performances). The results show that recalling a glorious sporting past may be the most effective strategy for persuading fans with a current negative attitude to- ward their favorite team. Further, a nostalgic ad may prove more appealing for individuals who describe themselves as ardent fans. The paper ends with a discussion of its findings’ and implications for marketers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
