Nostalgic Advertising Usage in Sports Season Tickets Campaigns

Marco Pichierri ()
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Marco Pichierri: University of Bari “Aldo Moro”

Chapter Chapter 2 in Nostalgia Marketing, 2023, pp 59-75 from Springer

Abstract: Abstract The Chapter aims to investigate the effects of nostalgic appeals in sports season ticket advertising (i.e., advertising aimed at promoting the sales of seasonal tickets for a sports team). Drawing on the nostalgia literature, the Chapter illustrates the results of an experimental study that advances that nostalgic advertising may exert a different effect on sports consumers’ choices (i.e., intention to purchase a season ticket and share positive word-of-mouth for the advertising) based on individuals’ current attitude toward their favorite sports team. The findings show that recalling a glorious sporting past may be the most effective strategy for persuading fans with a current negative attitude toward the team. Additionally, a nostalgic ad may prove more appealing for individuals who describe themselves as ardent fans.

Keywords: Nostalgia; Nostalgic advertising; Sport marketing; Sport season tickets campaign; Team attitude; Fandom level (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-20914-7_2

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DOI: 10.1007/978-3-031-20914-7_2

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