Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football

Detalhes bibliográficos
Autor(a) principal: Dias, Pâmela de Souza
Data de Publicação: 2020
Outros Autores: Monteiro, Plínio Rafael Reis
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/577
Resumo: Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.
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spelling Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of FootballMarketing Esportivo e Valor Percebido: uma aplicação da análise conjunta nos Programas Sócio Torcedor de clubes de futebolFan Membership Programsperceived valueconjoint analysissports marketingProgramas Sócio-Torcedorvalor percebidoanálise conjuntamarketing esportivoFootball is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.O futebol está presente no cotidiano dos brasileiros, envolvendo relações sociais e econômicas. Os Programas Sócio-Torcedor (PST) são estratégias de marketing de relacionamento que buscam aproximar clubes e torcedores. O objetivo deste artigo é analisar a estrutura de valor percebido, baseada no perfil sociodemográfico, a partir dos atributos oferecidos pelos PSTs dos clubes classificados na série A do Campeonato Brasileiro de 2016. Os dados foram coletados virtualmente e a população constituída por torcedores das equipes selecionadas. A análise foi feita utilizando a análise conjunta. Verificou-se que tanto para a amostra geral, quanto pelos perfis sociodemográficos, o desconto nos ingressos e o preço dos PSTs são, principalmente, os atributos percebidos com maior valor. O desenvolvimento deste trabalho contribuiu com a proposta de um instrumento capaz de descrever a percepção de valor nos PSTs. Em termos acadêmicos, contribuiu como um estudo de marketing esportivo na área da Administração, além de também se aplicar como uma ferramenta para os gestores dos times.FUCAPE Business Shool2020-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/57710.15728/bbr.2020.17.3.1Brazilian Business Review; Vol. 17 No. 3 (2020): May to June 2020; 253-274Brazilian Business Review; v. 17 n. 3 (2020): Maio a junho de 2020; 253-2741808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/577/869http://www.bbronline.com.br/index.php/bbr/article/view/577/870Copyright (c) 2020 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDias, Pâmela de SouzaMonteiro, Plínio Rafael Reis2020-05-11T20:53:20Zoai:ojs.pkp.sfu.ca:article/577Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2020-05-11T20:53:20BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
Marketing Esportivo e Valor Percebido: uma aplicação da análise conjunta nos Programas Sócio Torcedor de clubes de futebol
title Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
spellingShingle Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
Dias, Pâmela de Souza
Fan Membership Programs
perceived value
conjoint analysis
sports marketing
Programas Sócio-Torcedor
valor percebido
análise conjunta
marketing esportivo
title_short Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_full Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_fullStr Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_full_unstemmed Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_sort Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
author Dias, Pâmela de Souza
author_facet Dias, Pâmela de Souza
Monteiro, Plínio Rafael Reis
author_role author
author2 Monteiro, Plínio Rafael Reis
author2_role author
dc.contributor.author.fl_str_mv Dias, Pâmela de Souza
Monteiro, Plínio Rafael Reis
dc.subject.por.fl_str_mv Fan Membership Programs
perceived value
conjoint analysis
sports marketing
Programas Sócio-Torcedor
valor percebido
análise conjunta
marketing esportivo
topic Fan Membership Programs
perceived value
conjoint analysis
sports marketing
Programas Sócio-Torcedor
valor percebido
análise conjunta
marketing esportivo
description Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.
publishDate 2020
dc.date.none.fl_str_mv 2020-05-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/577
10.15728/bbr.2020.17.3.1
url http://www.bbronline.com.br/index.php/bbr/article/view/577
identifier_str_mv 10.15728/bbr.2020.17.3.1
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/577/869
http://www.bbronline.com.br/index.php/bbr/article/view/577/870
dc.rights.driver.fl_str_mv Copyright (c) 2020 Brazilian Business Review
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Brazilian Business Review
http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 17 No. 3 (2020): May to June 2020; 253-274
Brazilian Business Review; v. 17 n. 3 (2020): Maio a junho de 2020; 253-274
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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