The effect of nostalgia on pride, and intention to watch games from the Portuguese "3 big" football teams, after the Covid-19 pandemic

• Autor(a) principal: Montez, Afonso Costa
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24125
• topic: COVID-19; Football; Marketing; Nostalgia; Pride; Covid-19; Futebol; Nostalgia; Orgulho

The effect of nostalgia in people is not a recent marketing subject, however it has only been applied to sport events in the last years. On the other hand, in 2020, the Covid-19 pandemic emerged and completely changed everyone’s lives. The aim of this research is to understand the effect of nostalgia on pride and intention to come back to watch games at the stadium from the Portuguese "big 3" football clubs, after the pandemic. In order to achieve the research objectives, hypotheses were formulated and a quantitative method was chosen. Based on other studies, a questionnaire was elaborated and shared online to collect answers from Portuguese football and 188 responses were considered to the analysis. Recurring to this objective, thinking about nostalgic-marketing, it was possible to identify the association between nostalgia, pride and the intention to come back to the stadiums after the pandemic. The results indicate that the Portuguese football fans want to return to the stadiums to watch their favorite football team again. The results confirmed the previous studies in this area and show that there is statistical evidence that nostalgia positively impacts pride and intention to come back to football stadiums, after the Covid-19 pandemic. Also, results show that there is statistical evidence that pride, as a mediator, positively impacts the intention to come back to football stadiums, after the Covid-19 pandemic. Increasing the nostalgia effect, results on increasing pride, which in turn influences the intention to return to the stadiums.