Loading...
A Conceptual Framework for Retro Marketing in Sport
Gordon, Brian S. Scola, Zach
Gordon, Brian S.
Scola, Zach
Citations
Altmetric:
Abstract
Retro marketing has become a staple in sport marketing practices. Teams and leagues are attempting to
connect their fans to the past in a magnitude of ways. Despite the influx of retro marketing in sport, there has
been no examination of it to date. This study examined the various usages of retro marketing in sport and
through an inductive approach created a framework that categorized and broadly defined each usage. The
five practical areas of retro marketing in sport were constructed: imagery, merchandising, venue, gameday
promotions, and advertising. The authors shaped and framed retro marketing in sport through these five
dimensions, as they encompassed the retro marketing practices examined and are often relied upon marketing
elements. Further, the authors suggest multiple avenues for future research on this topic, including
understanding a sport organization’s usage of these practices and the impact they have on sport consumers.
Description
Date
2018-09-01
Journal Title
Journal ISSN
Volume Title
Publisher
Fitness Information Technology
Research Projects
Organizational Units
Journal Issue
Keywords
retro marketing, conceptual framework, nostalgia, brand management, strategic marketing
Citation
Scola, Zach, and Brian Gordon. "A Conceptual Framework for Retro Marketing in Sport." Sport Marketing Quarterly 27.3 (2018): 197-210. Web.