The journey from sports nostalgia to repurchase intention: a study from British consumers’ perspective

Article

Hussain, S., Priporas, C., Khaneja, S. and Ma, J. 2025. The journey from sports nostalgia to repurchase intention: a study from British consumers’ perspective. EuroMed Journal of Business. https://doi.org/10.1108/emjb-01-2025-0023
TypeArticle
TitleThe journey from sports nostalgia to repurchase intention: a study from British consumers’ perspective
AuthorsHussain, S., Priporas, C., Khaneja, S. and Ma, J.
Abstract

Purpose
There is weak evidence that nostalgia influences psychological and behavioural outcomes, and specifically that it triggers fantasies about the past. However, there is only limited research examining whether nostalgia in sports tourism has similar effects. This study therefore aims to examine the effects of several dimensions of sports nostalgia on fantasies about the past, emotional dimensions, and repurchase intention, both directly and through the moderating effect of self-referencing.

Design/methodology/approach
A quantitative survey was used. The views of 400 consumers from London, UK, were collected through Google Forms, using convenience sampling. The survey consisted of questions on five dimensions of sports nostalgia, as well as on fantasies about the past, the valence and arousal dimensions of emotions, repurchase intentions, and self-referencing. The data was analysed using structural equation modelling.

Findings
The findings suggest that each of the sports nostalgia dimensions has an effect on fantasies about the past, that fantasies about the past have an effect on emotional dimensions, and that emotional dimensions have an effect on repurchase intentions. A moderating effect of self-referencing on three of the sports nostalgia dimensions, i.e. the sports team, the environment, and socialisation, was also found in respect of fantasies about the past.

Practical implications
The results provide useful insights to marketers, such as enhancing their understanding of the importance of the sports nostalgia dimensions and their effects on fantasies about the past, including enhancing consumers’ emotions and repurchase intentions both directly and through the moderating effect of self-referencing.

Originality/value
This is the first study to develop a conceptual model based on the sports nostalgia dimensions and their effects on fantasies about the past, emotional dimensions, and repurchase intentions, directly and via the moderating effect of self-referencing.

Keywordssports nostalgia dimensions; moderator; fantasies about the past; repurchase intention; emotional dimensions
Sustainable Development Goals3 Good health and well-being
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalEuroMed Journal of Business
ISSN1450-2194
Electronic1758-888X
Publication dates
Online10 Nov 2025
Publication process dates
Submitted13 Feb 2025
Accepted14 Oct 2025
Deposited19 Nov 2025
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

© Emerald Publishing Limited. This author accepted manuscript is deposited under a Creative Commons Attribution 4.0 International (CC BY) licence. This means that anyone may distribute, adapt, and build upon the work, subject to full attribution.

Digital Object Identifier (DOI)https://doi.org/10.1108/emjb-01-2025-0023
Web of Science identifierWOS:001610061800001
LanguageEnglish
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