Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands

Detalhes bibliográficos
Autor(a) principal: Marquetto, Matheus Frohlich
Data de Publicação: 2017
Outros Autores: Pinto, Nelson Guilherme Machado, Grohmann, Marcia Zampieri, Battistella, Luciana Flores
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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spelling 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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