A Journey to the Past: Nostalgic Marketing and Its Influence on Sporting Goods Purchases through Nationalism and Consumer Culture

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 ۳۸۴ 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 ۱۱ 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 ۳.۳). 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.

کلیدواژه ها:

Nostalgic marketing ، sports goods ، Consumer Nationalism ، consumer culture ، Purchase intention