Purpose

The purpose of this study was to examine the relationships among nostalgia, customer equity and behavioral intentions. Specifically, consumers' intentions of purchase and word of mouth were assessed in this study.

Design/methodology/approach

A total of 272 responses were collected from football fans in Singapore. This study conducted partial least squares structural equation modeling (PLS-SEM) to test hypotheses using SmartPLS 3.0.

Findings

Results showed that the paths from nostalgia to value equity, brand equity and relationship equity were significant, whereas the direct influence of nostalgia on revisit intention and word-of-mouth intention was not found. In addition, value equity, brand equity and relationship equity positively affected intentions of revisitation and word of mouth.

Originality/value

The findings contribute to expanding the literature by introducing nostalgia and providing theoretical and practical implications, which enable marketers and managers to predict consumers' behavior and optimize their customer equity.

中文翻译：

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运动怀旧可以建立客户权益和未来行为

目的

这项研究的目的是研究怀旧，顾客权益和行为意图之间的关系。具体而言，本研究评估了消费者的购买意愿和口碑。

设计/方法/方法

从新加坡的足球迷那里总共收集了272个回应。这项研究进行了偏最小二乘结构方程模型（PLS-SEM），以使用SmartPLS 3.0检验假设。

发现

结果表明，从怀旧到价值资产，品牌资产和关系资产的路径很重要，而没有发现怀旧对重访意向和口碑意向的直接影响。此外，价值资产，品牌资产和关系资产也积极影响了重新访问的意图和口碑。

创意/价值

通过引入怀旧并提供理论和实践意义，这些发现有助于扩大文献范围，从而使营销人员和管理人员能够预测消费者的行为并优化其客户权益。