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dc.contributor.authorGordon, Brian S.
dc.contributor.authorScola, Zach
dc.date.accessioned2019-12-06T15:38:44Z
dc.date.available2019-12-06T15:38:44Z
dc.date.issued2018-09-01
dc.identifier.citationScola, Zach, and Brian Gordon. "A Conceptual Framework for Retro Marketing in Sport." Sport Marketing Quarterly 27.3 (2018): 197-210. Web.en_US
dc.identifier.urihttp://hdl.handle.net/1808/29833
dc.description.abstractRetro 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.en_US
dc.publisherFitness Information Technologyen_US
dc.rightsCopyright of Sport Marketing Quarterly is the property of Fitness Information Technology, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en_US
dc.subjectretro marketingen_US
dc.subjectconceptual frameworken_US
dc.subjectnostalgiaen_US
dc.subjectbrand managementen_US
dc.subjectstrategic marketingen_US
dc.titleA Conceptual Framework for Retro Marketing in Sporten_US
dc.typeArticleen_US
kusw.kuauthorGordon, Brian S.
kusw.kudepartmentHealth, Sport, & Exercise Sciencesen_US
kusw.oaversionScholarly/refereed, author accepted manuscripten_US
kusw.oapolicyThis item meets KU Open Access policy criteria.en_US
dc.rights.accessrightsopenAccessen_US


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Copyright of Sport Marketing Quarterly is the property of Fitness Information Technology,
Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv
without the copyright holder's express written permission. However, users may print,
download, or email articles for individual use.
Except where otherwise noted, this item's license is described as: Copyright of Sport Marketing Quarterly is the property of Fitness Information Technology, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.