Volkov, Michael and Johnson Morgan, Melissa and Summers, Jane (2008) The role of nostalgia in determining consumers' sport team identification. In: 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008), 17-19 July 2008, Gold Coast, Australia.
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With the many benefits related to high levels of sport team identification, sport marketers, team management and communities at large desire fans to be highly identified with sport teams. Moreover, research has identified that key to developing high levels of team identification within fans are social-psychological mechanisms such as nostalgia (Fink et al., 2002; Funk & James, 2006; Gladden & Funk, 2002). Sport managers need to recognise the importance of nostalgia in the sport setting and its influence on identification (Gladden & Funk, 2002). The purpose of this study is twofold. First, a review of the literature pertaining to team identification, nostalgia and the relationship between these two concepts is presented. Second, a conceptual model together with propositions that will be investigated are provided in order to understand what is the role of nostalgia is in determining consumers’ identification with a sport team.
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