The Effect of Nostalgia Recognition Effect of the Advertisement of Sports Brands on the Advertisement Attitude and Purchasing Intention

This study was carried out to verify the effect of nostalgia advertisement of sports brands. To examine the effect of recognition effect of sports brands nostalgia advertisement on the advertisement attitude and purchasing intention targeting university students, a sports brands nostalgia advertisement was produced, and a survey with a questionnaire was conducted, where the detailed methods for research were Frequency Analysis, Exploratory Factor Analysis(EFA), Reliability Analysis, Correlation Analysis and Regression Analysis. The result of this study shows that the effect formed by the nostalgia advertisement of sports brands has an influence on consumers’ advertisement attitude and purchasing intention, and the attitude from advertisements affects purchasing intention. This follows Fishbein & Ajzen(1975)’s attitude-intention hierarchy model, which means that the effect of nostalgia advertisement of sports brands is directly connected with advertisement attitude and purchasing intention, considered as the remarkable advertisement strategy in the sports brands advertisement market which is highly competitive these days. In addition, this study is valued as significant in the way that it academically reveals an influencing relationship of the recognition of nostalgia advertisement with respect to nostalgia advertisement of sports brands which has already been being realized in the site of advertisement on consumers’ attitude and behavior intention, adding a theoretical meaning to the nostalgia advertisement of the sports brands coming up in the future.