... on purchase intentions in sport. The findings suggested that this CBN instrument may be appropriate in retro marketing research, especially regarding sport merchandise. Further, the findings suggest that nostalgic feelings may be influential toward retro merchandise, but not modern merchandise. Given...

...Zach Scola; Brian S. Gordon Purpose The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers. Design/methodology/approach Fourteen sport marketers involved in their team’s marketing and utilized retro participated...