KOREASCHOLAR

NOSTALGIA, ATTITUDE TOWARD SPONSORS, AND PURCHASE INTENTION FOR SPONSORS’ PRODUCTS

Heetae Cho, Weisheng Chiu, Hyun-Woo Lee, Xiaofang Doreen Tan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400669
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.80
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study attempted to investigate how satellite fans’ nostalgia influences their attitude toward the European Professional Football Leagues (EPFL) sponsors and purchase intention toward EFL sponsors’ products. Based on the sample drawn from EPFL fans in Singapore, a conceptual model was developed. This study found that satellite fans’ nostalgia significantly affected attitude toward EPFL sponsors, which positively influenced their intention to purchase EPFL sponsors’ products. The findings of this study emphasize the critical role of sport nostalgia in affecting attitude and purchase intention and offer practical implications for marketers.

Keyword
nostalgiaattitude toward sponsorspurchase intentionsponsors’ products
Author
  • Heetae Cho(Nanyang Technological University, Singapore) Corresponding author
  • Weisheng Chiu(Open University of Hong Kong, Hong Kong) Corresponding author
  • Hyun-Woo Lee(Texas A&M University, U.S.A)
  • Xiaofang Doreen Tan(Nanyang Technological University, Singapore)