Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Exploring retro marketing with sport marketing professionals

Exploring retro marketing with sport marketing professionals The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.Design/methodology/approachFourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.FindingsThis study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).Originality/valueDespite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

Exploring retro marketing with sport marketing professionals

Download PDF
17 pages

Loading next page...
 
/lp/emerald-publishing/exploring-retro-marketing-with-sport-marketing-professionals-yc1QV0rnFf
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-678X
DOI
10.1108/sbm-06-2018-0046
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.Design/methodology/approachFourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.FindingsThis study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).Originality/valueDespite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

Journal

Sport, Business and Management: An International Journal – Emerald Publishing

Published: Jun 13, 2019

Keywords: Nostalgia; Sport marketing; Merchandise; Retro marketing; Throwback

References

  • Brand passion: antecedents and consequences
    Albert, N.; Merunka, D.; Valette-Florence, P.
  • Nostalgia: the bittersweet history of a psychological concept
    Batcho, K.I.
  • Brand image and fan loyalty in professional team sport: a refined model and empirical assessment
    Bauer, H.H.; Stokburger-Sauer, N.E.; Exler, S.
  • Retro-marketing: yesterday’s tomorrows, today!
    Brown, S.
  • Retro from the get-go: reactionary reflections on marketing’s yestermania
    Brown, S.
  • Teaching old brands new tricks: retro branding and the revival of brand meaning
    Brown, S.; Kozinets, R.; Sherry, J.
  • Assessing the revival potential of brands from the past: how relevant is nostalgia in retro branding strategies?
    Cattaneo, E.; Guerini, C.
  • Toward a distinctive sport management discipline
    Chalip, L.
  • Application of the stimulus-organism-response model to the retail environment: the role of hedonic motivation in impulse buying behavior
    Chang, H.; Eckman, M.; Yan, R.
  • A conceptual model for nostalgia in the context of sport tourism: re-classifying the sporting past
    Cho, H.; Ramshaw, G.; Norman, W.C.
  • Maple leafs new logo takes traditional turn for centennial
    Creamer, C.
  • Investing in sport management: the value of good theory
    Doherty, A.
  • The qualitative content analysis process
    Elo, S.; Kyngas, H.
  • In search of relived social experience: group-based nostalgia sport tourism
    Fairley, S.
  • Consumer loyalty: the meaning of attachment in the development of sport team allegiance
    Funk, D.C.; James, J.D.
  • Understanding brand loyalty in professional sport: examining the link between brand associations and brand loyalty
    Gladden, J.; Funk, D.
  • Developing an understanding of brand associations in team sport: empirical evidence form consumers of professional sport
    Gladden, J.M; Funk, D.C.
  • The development of brand association measures in multiple product categories: new findings and implication for goods and service brands
    Gordon, B.S.; James, J.D.; Yoshida, M.
  • Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens
    Gordon, K.O.
  • Sports gear so out of style it’s in style
    Hiestand, M.
  • Nostalgia and consumption preferences: some emerging patterns of Consumer tastes
    Holbrook, M.
  • Image, place, and nostalgia in hospitality branding and marketing
    Hunt, L.; Johns, N.
  • The development and change of brand associations and their influence on team loyalty over time
    Kunkel, T.; Doyle, J.P.; Funk, D.C.; Du, J.; McDonald, H.
  • Packers, Dolphins get high marks for throwback uniforms
    Lukas, P.
  • Your NBA uniform report: city edition
    Lukas, P.
  • Does bat day make cents? The effect of promotion on the demand for Major League Baseball
    MacDonald, M.; Rascher, D.
  • Brand logo design: examining consumer response to naturalness
    Machado, J.C.; Vacas de Carvalho, L.; Torres, A.; Costa, P.
  • What is the sports product and who buys it? The marketing of professional sports leagues
    Mason, D.S.
  • Effects of advertising-evoked vicarious nostalgia on brand heritage
    Merchant, A.; Rose, G.
  • The NBA fan experience: a case study of a professional sport franchise
    Mondello, M.; Gordon, B.
  • Verification strategies for establishing reliability and validity in qualitative research
    Morse, J.M.; Barrett, M.; Mayan, M.; Olson, K.; Spiers, J.
  • The role of brand logos in firm performance
    Park, C.W.; Eisingerich, A.B.; Pol, G.; Park, J.W.
  • American hockey league attendance: a study of fan preferences for fighting, team performance and promotions
    Paul, R.; Weinbach, A.; Robbins, D.
  • The value of historical nostalgia for marketing management
    Phau, I.; Marchegiani, C.
  • More than just nostalgia? Exploring heritage/sport tourism nexus
    Ramshaw, G.; Gammon, S.
  • Development of a scale to measure team brand associations in professional sports
    Ross, S.D.; James, J.D.; Vargas, P.
  • Unique like everybody else? The dual role of consumers’ need for uniqueness
    Ruvio, A.
  • A conceptual framework for retro marketing in sport
    Scola, Z.; Gordon, B.S.
  • Nostalgia-related aspects of professional sport facilities: a facility audit of Major League Baseball and National Football League strategies to evoke the past
    Seifried, C.; Meyer, K.
  • Attitudes and emotions as determinants of nostalgia purchases: an application of social identity theory
    Sierra, J.; McQuitty, S.
  • Historical and personal nostalgia in advertising text: The fin de siècle effect
    Stern, B.
  • Honouring heroes by bronze: theorizing the UK’s football statuary
    Stride, C.B.; Wilson, J.P.; Thomas, F.
  • Effects of atmosphere at major sports events: a perspective from environmental psychology
    Uhrich, S.; Koenigstorfer, J.
  • Building service brands via social identity: lessons from the sports marketplace
    Underwood, R.; Bond, E.; Baer, R.
  • Stimuli-organism-response framework: a meta-analytic review in the store environment
    Vieira, V.A.
  • Sports fans: measuring degree of identification with their team
    Wann, D.L.; Branscombe, N.
  • Nostalgia as a repository of social connectedness: the role of attachment-related avoidance
    Wildschut, T.; Sedikides, C.; Routledge, C.; Arndt, J.; Cordaro, F.
  • Collective nostalgia: a group-level emotion that confers unique benefits on the group
    Wildschut, T.; Bruder, M.; Robertson, S.; van Tilburg, W.A.P.; Sedikides, C.
  • The effects of product scarcity and consumers’ need for uniqueness on purchase intention
    Wu, W.; Lu, H.; Wu, Y.; Fu, C.
  • Predicting behavioral loyalty through community: why other fans are more important than our own intentions, our satisfaction, and the team itself
    Yoshida, M.; Heere, B.; Gordon, B.
  • Fan community identification: an empirical examination of its outcomes in Japanese professional sport
    Yoshida, M.; Gordon, B.; Heere, B.; James, J.
  • Moderating role of consumer self-concept on the effectiveness of two nostalgia appeals
    Zhao, G.; Li, W.; Teng, L.; Lu, T.
  • The influence of evoked nostalgia on consumers’ responses to advertising: an exploratory study
    Pascal, V.; Sprott, D.; Muehling, D.