The journey from sports nostalgia to repurchase intention: a study from British consumers' perspective

Purpose There is weak evidence that nostalgia influences psychological and behavioral outcomes, and specifically that it triggers fantasies about the past. However, there is only limited research examining whether nostalgia in sports tourism has similar effects. This study therefore aims to examine the effects of several dimensions of sports nostalgia on fantasies about the past, emotional dimensions and repurchase intention, both directly and through the moderating effect of self-referencing. Design/methodology/approach A quantitative survey was used. The views of 400 consumers from London, UK, were collected through Google Forms, using convenience sampling. The survey consisted of questions on five dimensions of sports nostalgia, as well as on fantasies about the past, the valence and arousal dimensions of emotions, repurchase intentions and self-referencing. The data was analyzed using structural equation modeling. Findings The findings suggest that each of the sports nostalgia dimensions has an effect on fantasies about the past, that fantasies about the past have an effect on emotional dimensions, and that emotional dimensions have an effect on repurchase intentions. A moderating effect of self-referencing on three of the sports nostalgia dimensions, i.e. the sports team, the environment and socialization, was also found in respect of fantasies about the past. Practical implications The results provide useful insights to marketers, such as enhancing their understanding of the importance of the sports nostalgia dimensions and their effects on fantasies about the past, including enhancing consumers' emotions and repurchase intentions both directly and through the moderating effect of self-referencing. Originality/value This is the first study to develop a conceptual model based on the sports nostalgia dimensions and their effects on fantasies about the past, emotional dimensions and repurchase intentions, directly and via the moderating effect of self-referencing.