Rafizadeh, Fatemeh, benar, Nooshin, Nazarian, Ali, Fatahi Milasi, Sadegh. (1405). A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture. , 7(1), 18-33. doi: 10.22034/sms.2025.142626.1434
Fatemeh Rafizadeh; Nooshin benar; Ali Nazarian; Sadegh Fatahi Milasi. "A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture". , 7, 1, 1405, 18-33. doi: 10.22034/sms.2025.142626.1434
Rafizadeh, Fatemeh, benar, Nooshin, Nazarian, Ali, Fatahi Milasi, Sadegh. (1405). 'A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture', , 7(1), pp. 18-33. doi: 10.22034/sms.2025.142626.1434
Rafizadeh, Fatemeh, benar, Nooshin, Nazarian, Ali, Fatahi Milasi, Sadegh. A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture. , 1405; 7(1): 18-33. doi: 10.22034/sms.2025.142626.1434
A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture
1M.A. Graduate in Sport Management, Department of Sport Management, Sport Sciences faculty, University of Guilan, Rasht, Iran
2Associate Professor of the Department of Sport Management, Sport Sciences faculty, University of Guilan, Rasht, Iran.
3Assistant Professor of Sport Management, Department of Sport Sciences, Faculty of Literature and Humanities, Lorestan University, Khorramabad, Iran
4Ph.D. Candidate in Sports Management, Sports Sciences Faculty, University of Guilan, Rasht, Iran
چکیده
Nostalgic marketing has emerged as an effective strategy for establishing emotional connections with consumers. In the sports goods market, this type of marketing can encourage consumers to make purchases by stimulating a sense of nationalism and emphasizing specific cultural elements. Nevertheless, the mechanisms through which these factors influence consumer behaviour and purchasing decisions have not yet been comprehensively investigated. Accordingly, the present study seeks to examine the effect of nostalgic marketing on the intention to purchase sports goods, with consumer nationalism and consumer culture serving as mediating variables. This research is descriptive-survey in nature and applied in purpose. The statistical population consisted of all customers of sports goods in sports stores in Rasht city. A sample of 384 individuals was selected through convenience sampling. The research instruments comprised standard questionnaires on nostalgic marketing, consumer nationalism, consumer culture, and purchase intention. The validity of the questionnaires was confirmed by 11 experts, and their reliability was verified using Cronbach’s alpha and composite reliability. Data analysis was conducted through structural equation modelling using Smart PLS software (version 3.3). The findings indicated that nostalgic marketing exerts a significant positive effect on the intention to purchase sports goods. Furthermore, consumer nationalism and consumer culture function as effective mediators in this relationship. Thus, the utilization of nostalgic marketing can serve as a powerful tool for enhancing the purchase of sports goods. Managers are advised to strengthen emotional bonds with consumers by incorporating cultural elements and a sense of nationalism into the design of marketing campaigns. Policymakers may also leverage this approach to support domestic production and reinforce national identity, particularly in the development of sports markets.
