Corporate brand building from the corporate stories perspective: a Brazilian football teams study

Detalhes bibliográficos
Autor(a) principal: Scharf,Edson Roberto
Data de Publicação: 2017
Outros Autores: Vieira,Francisco Giovanni David, Sousa,Richard Perassi Luiz de, Russi,Edimar
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1679-39512017000100007
Resumo: Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the websites. The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.
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spelling Corporate brand building from the corporate stories perspective: a Brazilian football teams studyCorporate brandCorporate storiesBrandingFootball clubsContent analysis.Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the websites. The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas2017-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1679-39512017000100007Cadernos EBAPE.BR v.15 n.1 2017reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGV10.1590/1679-395151090info:eu-repo/semantics/openAccessScharf,Edson RobertoVieira,Francisco Giovanni DavidSousa,Richard Perassi Luiz deRussi,Edimareng2017-03-28T00:00:00Zoai:scielo:S1679-39512017000100007Revistahttp://bibliotecadigital.fgv.br/ojs/index.php/cadernosebape/indexhttps://old.scielo.br/oai/scielo-oai.phpcadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2017-03-28T00:00Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)false
dc.title.none.fl_str_mv Corporate brand building from the corporate stories perspective: a Brazilian football teams study
title Corporate brand building from the corporate stories perspective: a Brazilian football teams study
spellingShingle Corporate brand building from the corporate stories perspective: a Brazilian football teams study
Scharf,Edson Roberto
Corporate brand
Corporate stories
Branding
Football clubs
Content analysis.
title_short Corporate brand building from the corporate stories perspective: a Brazilian football teams study
title_full Corporate brand building from the corporate stories perspective: a Brazilian football teams study
title_fullStr Corporate brand building from the corporate stories perspective: a Brazilian football teams study
title_full_unstemmed Corporate brand building from the corporate stories perspective: a Brazilian football teams study
title_sort Corporate brand building from the corporate stories perspective: a Brazilian football teams study
author Scharf,Edson Roberto
author_facet Scharf,Edson Roberto
Vieira,Francisco Giovanni David
Sousa,Richard Perassi Luiz de
Russi,Edimar
author_role author
author2 Vieira,Francisco Giovanni David
Sousa,Richard Perassi Luiz de
Russi,Edimar
author2_role author
author
author
dc.contributor.author.fl_str_mv Scharf,Edson Roberto
Vieira,Francisco Giovanni David
Sousa,Richard Perassi Luiz de
Russi,Edimar
dc.subject.por.fl_str_mv Corporate brand
Corporate stories
Branding
Football clubs
Content analysis.
topic Corporate brand
Corporate stories
Branding
Football clubs
Content analysis.
description Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the websites. The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.
publishDate 2017
dc.date.none.fl_str_mv 2017-03-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1679-39512017000100007
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1679-39512017000100007
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1679-395151090
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas
publisher.none.fl_str_mv Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas
dc.source.none.fl_str_mv Cadernos EBAPE.BR v.15 n.1 2017
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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