January 2022 – Sports Business Research Academy

Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

By Dr. Sebastiano Mereu on January 19, 2022 • ( Leave a comment )

Minnesota Wild 2022 NHL Winter Classic jersey close-up. Photo: Sports Business Research Academy/Sebastiano Mereu

The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and […]

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

By Dr. Sebastiano Mereu on January 3, 2022 • ( Leave a comment )

The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]