The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.
Author(s): Marco Pichierri
Publisher: Palgrave Pivot
Year: 2023
Language: English
Pages: 165
City: Cham
Foreword and Reverse
Contents
About the Author
List of Figures
List of Tables
Chapter 1: Nostalgia Marketing and Consumer Behavior
1 An Introduction to Nostalgia Marketing
2 Nostalgia in the Academic Literature
3 The Effects of Nostalgia on Consumers
4 On the Mechanisms Behind Nostalgia
5 The Structure of the Book
6 A Detailed Overview of the Extant Research on Nostalgia in the Marketing Literature
References
Chapter 2: Nostalgic Advertising Usage in Sports Season Tickets Campaigns
1 Introduction
2 Theoretical Background
3 The Experimental Study
3.1 Method
3.2 Results
4 General Discussion
Appendix 1: Fictitious Advertisements Used as Experimental Stimuli in the Study
Appendix 2: Measures and Items Used in the Questionnaire
References
Chapter 3: The Impact of Nostalgic Advertising on Consumer Willingness to Donate During a Crisis
1 Introduction
2 Theoretical Background
3 Methodology
4 Results
5 Discussion
Appendix: Sketches of the Experimental Stimuli Used in the Study
References
Chapter 4: Examining Nostalgic Advertising Effectiveness in Sustainable Food Consumption Behavior
1 Introduction
2 Theoretical Background
3 Study 1
3.1 Methodology
3.2 Results
4 Study 2
4.1 Methodology
4.2 Results
5 Study 3
5.1 Methodology
5.2 Results
6 General Discussion
Appendix: Experimental Stimuli Used in the Studies
Studies 1–2
Study 3
References
Chapter 5: A Systematic Review of Nostalgia-Based Marketing Strategies in Sport Tourism
1 Introduction
2 Method
3 Measuring and Assessing Nostalgia in the Sport Tourism Domain
4 Theoretical Contributions and Reflections on Nostalgia in the Sport Tourism
5 Cases in Point and Analysis of Real Events
6 Navigating among the Nostalgic: Exploring Fans’ Inner Motives in Choosing an Experience
7 Quantitative Approaches to Examine Sport Tourism Nostalgia
8 Discussion
References
Chapter 6: Conclusions
1 In Summary
2 Final Considerations
References
Index
