Reviving Retro - A Qualitative Study of Retro Apparel in Football
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Purpose and aim: Our study investigates the phenomenon of nostalgic football apparel consumption, emphasizing the interactive cultural processes that shape nostalgic feelings and in turn influence consumer behavior. Despite the prevalence of nostalgia marketing in various industries, the sports apparel sector, particularly football, has been slow to capitalize on this trend and simultaneously research has predominantly concentrated on the corporate perspective rather than on consumer behavior.
Method: By employing an abductive research approach, combining both deductive and inductive methods. Through qualitative data collection, being three separate focus groups, the study has presented valuable and deep insights into how nostalgic... (More) - Purpose and aim: Our study investigates the phenomenon of nostalgic football apparel consumption, emphasizing the interactive cultural processes that shape nostalgic feelings and in turn influence consumer behavior. Despite the prevalence of nostalgia marketing in various industries, the sports apparel sector, particularly football, has been slow to capitalize on this trend and simultaneously research has predominantly concentrated on the corporate perspective rather than on consumer behavior.
Method: By employing an abductive research approach, combining both deductive and inductive methods. Through qualitative data collection, being three separate focus groups, the study has presented valuable and deep insights into how nostalgic football apparel consumers think about the subject. Through a thorough thematic data analysis, three major themes of evidence linked to the research question emerged.
Findings: The findings highlight significant theoretical implications for understanding consumer behavior in nostalgia marketing and offer practical insights for marketers aiming to leverage nostalgia in product design and branding. We find evidence that the interactive cultural process of valuing products shapes the nostalgic aspects of football apparel to a high extent, and therefore has a major impact when it comes to consumer behavior related to nostalgic football apparel.
Implications: The main implications of our study add to the body of nostalgia marketing, and in particular nostalgia in sports marketing. The study also identifies limitations and suggests avenues for future research to further explore the dynamic interplay between nostalgia and consumer behavior in different contexts. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9164538
- author
- Hörlin, Emil LU and Otterhed Bolin, Johan LU
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- nostalgia, retro, nostalgia marketing, football apparel, interactive cultural process, consumer behavior, identity, community, co-creation
- language
- English
- id
- 9164538
- date added to LUP
- 2024-06-25 13:13:37
- date last changed
- 2024-06-25 13:13:37
@misc{9164538,
abstract = {{Purpose and aim: Our study investigates the phenomenon of nostalgic football apparel consumption, emphasizing the interactive cultural processes that shape nostalgic feelings and in turn influence consumer behavior. Despite the prevalence of nostalgia marketing in various industries, the sports apparel sector, particularly football, has been slow to capitalize on this trend and simultaneously research has predominantly concentrated on the corporate perspective rather than on consumer behavior.
Method: By employing an abductive research approach, combining both deductive and inductive methods. Through qualitative data collection, being three separate focus groups, the study has presented valuable and deep insights into how nostalgic football apparel consumers think about the subject. Through a thorough thematic data analysis, three major themes of evidence linked to the research question emerged.
Findings: The findings highlight significant theoretical implications for understanding consumer behavior in nostalgia marketing and offer practical insights for marketers aiming to leverage nostalgia in product design and branding. We find evidence that the interactive cultural process of valuing products shapes the nostalgic aspects of football apparel to a high extent, and therefore has a major impact when it comes to consumer behavior related to nostalgic football apparel.
Implications: The main implications of our study add to the body of nostalgia marketing, and in particular nostalgia in sports marketing. The study also identifies limitations and suggests avenues for future research to further explore the dynamic interplay between nostalgia and consumer behavior in different contexts.}},
author = {{Hörlin, Emil and Otterhed Bolin, Johan}},
language = {{eng}},
note = {{Student Paper}},
title = {{Reviving Retro - A Qualitative Study of Retro Apparel in Football}},
year = {{2024}},
}