گذر به گذشته: بازاریابی نوستالژیک و تأثیر آن بر خرید کالاهای ورزشی با کمک ملی‌گرایی و فرهنگ مصرف

Successful marketing begins with understanding consumer behavior, and one of its key indicators is purchase intention, which helps predict sales and product success. In this regard, nostalgia, as a powerful emotional tool, plays an important role in attracting consumer attention and loyalty. Nostalgia, derived from attachment to the past, can create a deep emotional connection between the consumer and the brand, thereby increasing the likelihood of purchase. This approach is also effective in sports marketing, as fans often hold sentimental attachments to teams, athletes, and iconic symbols from the past. Research has shown that nostalgic advertising positively influences brand attitude, emotional responses, and purchase intentions (Vieira and Sousa, 2020; Ju et al., 2016). Additionally, factors such as consumer nationalism and consumption culture may mediate these effects. Consumer nationalism refers to a preference for domestic products over foreign ones, while consumption culture impacts purchasing patterns. In countries like Iran, where foreign products dominate the market, employing nostalgic marketing strategies coupled with an emphasis on consumer nationalism could enhance the purchase of domestic sports goods. This study focuses on examining the impact of nostalgic marketing on purchase intentions of sports products, considering the mediating roles of consumer nationalism and consumption culture, with the aim of providing strategies to strengthen the domestic market and compete with foreign brands (Merchant et al., 2011; Dorsazan et al., 2021).

This research is applied and descriptive-survey in nature and employs a quantitative research method to test the model. The statistical population included customers purchasing sports goods in stores located in Rasht city. Following the rule of "ten times" for Partial Least Squares Structural Equation Modeling (PLS-SEM), a sample of 384 customers was selected using convenience and online sampling methods. The research questionnaire was designed in two sections: demographic information and variables related to nostalgic marketing (5 items), consumer nationalism (4 items), consumption culture (9 items), and purchase intention (3 items). These items were adapted from validated studies and measured using a five-point Likert scale. The questionnaire's validity was confirmed through expert opinions and necessary revisions, while the reliability of the constructs was verified using Cronbach's alpha and composite reliability. Demographic data were analyzed using SPSS version 27, while hypotheses were tested via PLS-SEM using SmartPLS version 3.2. The analyses included path coefficients, t-tests, and explained variance (R²) of endogenous constructs. This study examines factors influencing the purchase intention of sports products.

The hypothesis analysis results revealed that nostalgic marketing significantly affects consumption culture (path coefficient: 0.618, P=0.001), purchase intention (path coefficient: 0.15, P=0.041), and consumer nationalism (path coefficient: 0.713, P=0.001). Additionally, consumption culture had a significant impact on purchase intention (path coefficient: 0.394, P=0.001). The influence of consumer nationalism on purchase intention was also significant (path coefficient: 0.146, P=0.042). Moreover, indirect effects indicated that nostalgic marketing positively and significantly influences purchase intention through consumption culture (path coefficient: 0.243, P=0.001) and consumer nationalism (path coefficient: 0.104, P=0.045). High t-values and P-values less than 0.05 supported the significance of all relationships.

This study, conducted among customers of sports stores in Rasht, aimed to investigate the impact of nostalgic marketing on purchase intentions of sports products, mediated by consumer nationalism and consumption culture. The findings indicated that nostalgic marketing has a significant effect on purchase intention by evoking positive memories and emotions, thereby fostering a stronger emotional bond with consumers. These results align with prior research, emphasizing the effective role of nostalgia in enhancing purchase intentions (Shafiee Roudposhti et al., 2018; Vieira and Sousa, 2020). Nostalgic marketing also positively influenced consumer nationalism and consumption culture. Consumer nationalism significantly impacted purchase intention, particularly in fostering a preference for domestic products in the face of foreign competition (Anet et al., 2013). Nostalgic marketing, by highlighting cultural and historical elements associated with a nation, enhances feelings of belonging and national pride. Furthermore, consumption culture, as a critical factor in purchasing behavior, influences consumer attitudes and norms, increasing the likelihood of purchasing products aligned with cultural and social values (Hahm et al., 2021). The findings demonstrate that both consumption culture and consumer nationalism serve as mediators, strengthening the relationship between nostalgic marketing and purchase intention.

This study underscores the importance of marketing strategies based on a profound understanding of emotional and cultural dimensions. For greater generalizability, similar studies are recommended in other regions or with more diverse samples. Additionally, examining other psychological and social factors, such as the role of social media or consumer personality traits, could provide a more comprehensive understanding of this phenomenon in future research.