Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , , |
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/39 |
Resumo: | This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved. |
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BBR. Brazilian Business Review (English edition. Online) |
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Knowing the Fans Behaviour in Relation To Love of Football Clubs BrandsConhecendo o Comportamento de Torcedores em Relação ao Amor à Marca de Clubes de FutebolBrand loveAntecedentsConsequentsSoccerSports marketingAmor à marcaAntecedentesConsequentesFutebolMarketing esportivoThis paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved.O estudo une as temáticas do amor à marca a da gestão esportiva, tendo por objetivos identificar a relação do amor à marca com seus constructos antecedentes (autoexpressão, satisfação com o desempenho e satisfação com o relacionamento) e consequentes (lealdade comportamental, lealdade atitudinal e boca a boca positivo) e verificar se o time de futebol é fator moderador nas relações. O modelo teórico foi baseado no trabalho de Santana (2009) e realizou-se uma pesquisa quantitativa com 270 torcedores de grandes times rivais do futebol: Sport Club Internacional e Grêmio Futebol Portoalegrense. Os resultados foram analisados por meio de Modelagem de Equações Estruturais. Identificou-se que o time de futebol é um fator moderador das relações propostas. O estudo comprovou que a gestão esportiva deve ser personalizada, pois cada time representa algo diferente para seus torcedores, ou seja, os gestores de marketing esportivo necessitam, primeiro, saber qual a imagem que o time transmite e quais os principais sentimentos envolvidos.FUCAPE Business Shool2017-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/3910.15728/bbr.2017.14.3.1Brazilian Business Review; Vol. 14 No. 3 (2017): May to June 2017; 272-287Brazilian Business Review; v. 14 n. 3 (2017): Maio a Junho de 2017; 272-2871808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/39/61http://www.bbronline.com.br/index.php/bbr/article/view/39/62Marquetto, Matheus FrohlichPinto, Nelson Guilherme MachadoGrohmann, Marcia ZampieriBattistella, Luciana Floresinfo:eu-repo/semantics/openAccess2018-10-31T19:03:18Zoai:ojs.pkp.sfu.ca:article/39Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:03:18BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands Conhecendo o Comportamento de Torcedores em Relação ao Amor à Marca de Clubes de Futebol |
title |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
spellingShingle |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands Marquetto, Matheus Frohlich Brand love Antecedents Consequents Soccer Sports marketing Amor à marca Antecedentes Consequentes Futebol Marketing esportivo |
title_short |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
title_full |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
title_fullStr |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
title_full_unstemmed |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
title_sort |
Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
author |
Marquetto, Matheus Frohlich |
author_facet |
Marquetto, Matheus Frohlich Pinto, Nelson Guilherme Machado Grohmann, Marcia Zampieri Battistella, Luciana Flores |
author_role |
author |
author2 |
Pinto, Nelson Guilherme Machado Grohmann, Marcia Zampieri Battistella, Luciana Flores |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Marquetto, Matheus Frohlich Pinto, Nelson Guilherme Machado Grohmann, Marcia Zampieri Battistella, Luciana Flores |
dc.subject.por.fl_str_mv |
Brand love Antecedents Consequents Soccer Sports marketing Amor à marca Antecedentes Consequentes Futebol Marketing esportivo |
topic |
Brand love Antecedents Consequents Soccer Sports marketing Amor à marca Antecedentes Consequentes Futebol Marketing esportivo |
description |
This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-05-01 |
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/39 10.15728/bbr.2017.14.3.1 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/39 |
identifier_str_mv |
10.15728/bbr.2017.14.3.1 |
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/39/61 http://www.bbronline.com.br/index.php/bbr/article/view/39/62 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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. 14 No. 3 (2017): May to June 2017; 272-287 Brazilian Business Review; v. 14 n. 3 (2017): Maio a Junho de 2017; 272-287 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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1754732236884672512 |