Sports Business Research Academy

A critical analysis and discourse on sports marketing, branding, and communications

Wednesday, March 29th, 2023

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Category: Ice Hockey

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 influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour

By Dr. Sebastiano Mereu on October 15, 2021 • ( Leave a comment )

Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]

Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans

By Dr. Sebastiano Mereu on February 17, 2020 • ( Leave a comment )

The following study assesses the impact of the Champions Hockey League’s brand prestige on trust, perceived risk, satisfaction, and loyalty of ice hockey fans and viewers. The importance of the research is […]