Corporate brand building from the corporate stories perspective: a Brazilian football teams study
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , , |
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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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 |
_version_ |
1754115885884243968 |