Women that fight: The female participation in mixed martial arts events
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/222 |
Resumo: | Sports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events. This study aims to analyze the participation of females in MMA events, highlighting the perception of the fighters on the current business scenario in this segment. The method is configured as an exploratory and descriptive research with a qualitative approach, where there is information content analysis obtained through an open questionnaire. The results showed that the MMA product planning females is working strategically towards attracting viewers and brand awareness. In addition, further notes to male dominance in this type of sport, emphasizing gender issues related to compensation of the athletes and their occupation. However, it is clear that athletes even challenged by this scenario, remain convinced of their choices by segment. |
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BBR. Brazilian Business Review (English edition. Online) |
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Women that fight: The female participation in mixed martial arts eventsSports marketMixed Martial ArtsWomenSports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events. This study aims to analyze the participation of females in MMA events, highlighting the perception of the fighters on the current business scenario in this segment. The method is configured as an exploratory and descriptive research with a qualitative approach, where there is information content analysis obtained through an open questionnaire. The results showed that the MMA product planning females is working strategically towards attracting viewers and brand awareness. In addition, further notes to male dominance in this type of sport, emphasizing gender issues related to compensation of the athletes and their occupation. However, it is clear that athletes even challenged by this scenario, remain convinced of their choices by segment.FUCAPE Business Shool2016-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/22210.15728/edicaoesp.2016.2Brazilian Business Review; Vol. 13 No. Special Ed (2016): Strategy in Sport Management 2016; 22-37Brazilian Business Review; v. 13 n. Special Ed (2016): Strategy in Sport Management 2016; 22-371808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSenghttp://www.bbronline.com.br/index.php/bbr/article/view/222/339Hermes, Lisiane Caroline RodriguesRaber, ReginaCruz, Cassiana Maris LimaMedeiros, Janine Fleith deinfo:eu-repo/semantics/openAccess2018-11-06T19:49:08Zoai:ojs.pkp.sfu.ca:article/222Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:49:08BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Women that fight: The female participation in mixed martial arts events |
title |
Women that fight: The female participation in mixed martial arts events |
spellingShingle |
Women that fight: The female participation in mixed martial arts events Hermes, Lisiane Caroline Rodrigues Sports market Mixed Martial Arts Women |
title_short |
Women that fight: The female participation in mixed martial arts events |
title_full |
Women that fight: The female participation in mixed martial arts events |
title_fullStr |
Women that fight: The female participation in mixed martial arts events |
title_full_unstemmed |
Women that fight: The female participation in mixed martial arts events |
title_sort |
Women that fight: The female participation in mixed martial arts events |
author |
Hermes, Lisiane Caroline Rodrigues |
author_facet |
Hermes, Lisiane Caroline Rodrigues Raber, Regina Cruz, Cassiana Maris Lima Medeiros, Janine Fleith de |
author_role |
author |
author2 |
Raber, Regina Cruz, Cassiana Maris Lima Medeiros, Janine Fleith de |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Hermes, Lisiane Caroline Rodrigues Raber, Regina Cruz, Cassiana Maris Lima Medeiros, Janine Fleith de |
dc.subject.por.fl_str_mv |
Sports market Mixed Martial Arts Women |
topic |
Sports market Mixed Martial Arts Women |
description |
Sports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events. This study aims to analyze the participation of females in MMA events, highlighting the perception of the fighters on the current business scenario in this segment. The method is configured as an exploratory and descriptive research with a qualitative approach, where there is information content analysis obtained through an open questionnaire. The results showed that the MMA product planning females is working strategically towards attracting viewers and brand awareness. In addition, further notes to male dominance in this type of sport, emphasizing gender issues related to compensation of the athletes and their occupation. However, it is clear that athletes even challenged by this scenario, remain convinced of their choices by segment. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-01-01 |
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/222 10.15728/edicaoesp.2016.2 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/222 |
identifier_str_mv |
10.15728/edicaoesp.2016.2 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/222/339 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
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. 13 No. Special Ed (2016): Strategy in Sport Management 2016; 22-37 Brazilian Business Review; v. 13 n. Special Ed (2016): Strategy in Sport Management 2016; 22-37 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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1754732237849362432 |