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: https://periodicos.fgv.br/cadernosebape/article/view/51090
Resumo: 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 studyLa construcción de marcas corporativas a través de la perspectiva de historias corporativas: un estudio de los equipos de fútbol de BrasilA construção de marcas corporativas por meio da perspectiva das corporate stories: um estudo dos times de futebol brasileirosCorporate brandCorporate storiesBrandingFootball clubsContent analysisMarca corporativaHistorias corporativasMarcasClubes de fútbolAnálisis de contenidoMarca corporativaCorporate storiesMarcasClubes de futebolAnálise de conteúdoThe 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.El estudio tiene como objetivo investigar el contenido de las historias corporativas de los clubes de fútbol de Brasil y cómo estas se utilizan para construir sus marcas corporativas. Las historias corporativas se recogieron de los sitios web corporativos de todos los clubes de fútbol de Brasil, pertenecientes a las series A, B y C. Se realizó el análisis cualitativo de las historias corporativas a través de análisis de contenido. Los resultados mostraron que la emoción es un elemento clave y es el más fuertemente representado en las páginas web. Los resultados también revelaron que, aunque los clubes trabajen con capital humano y los resultados positivos de los equipos en campo dependen de ese talento, este aspecto prácticamente no es considerado en los sitios web. Las implicaciones académicas y de gestión, así como las limi­taciones del estudio, se presentan al final.O estudo tem como objetivo investigar o conteúdo das corporate stories de clubes de futebol do Brasil e como elas são usadas para construir suas marcas corporativas. As corporate stories foram coletadas nos sítios corporativos de todos os clubes de futebol no Brasil, pertencentes as séries A, B e C. A análise qualitativa das corporate stories foi realizada por meio de análise de conteúdo. Os resultados mostraram que a emoção é um elemento-chave e é o mais fortemente representado nos websites. Os resultados também revelaram que, embora os clubes trabalhem com capital humano, e os resultados positivos das equipes no campo são dependentes deste talento, este aspecto é praticamente esquecido nos sítios. Implicações acadêmicas e gerenciais bem como limitações do estudo, são apresentadas no final.Escola Brasileira de AdEscola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)2017-03-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/51090Cadernos EBAPE.BR; Vol. 15 No. 1 (2017); 101-114Cadernos EBAPE.BR; Vol. 15 Núm. 1 (2017); 101-114Cadernos EBAPE.BR; v. 15 n. 1 (2017); 101-1141679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVenghttps://periodicos.fgv.br/cadernosebape/article/view/51090/63800Copyright (c) 2017 Cadernos EBAPE.BRinfo:eu-repo/semantics/openAccessScharf, Edson RobertoVieira, Francisco Giovanni DavidSousa, Richard Perassi Luiz deRussi, Edimar2017-03-24T17:00:09Zoai:ojs.periodicos.fgv.br:article/51090Revistahttps://periodicos.fgv.br/cadernosebapePRIhttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2017-03-24T17:00:09Cadernos 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
La construcción de marcas corporativas a través de la perspectiva de historias corporativas: un estudio de los equipos de fútbol de Brasil
A construção de marcas corporativas por meio da perspectiva das corporate stories: um estudo dos times de futebol brasileiros
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
Marca corporativa
Historias corporativas
Marcas
Clubes de fútbol
Análisis de contenido
Marca corporativa
Corporate stories
Marcas
Clubes de futebol
Análise de conteúdo
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
Marca corporativa
Historias corporativas
Marcas
Clubes de fútbol
Análisis de contenido
Marca corporativa
Corporate stories
Marcas
Clubes de futebol
Análise de conteúdo
topic Corporate brand
Corporate stories
Branding
Football clubs
Content analysis
Marca corporativa
Historias corporativas
Marcas
Clubes de fútbol
Análisis de contenido
Marca corporativa
Corporate stories
Marcas
Clubes de futebol
Análise de conteúdo
description 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 2017-03-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/51090
url https://periodicos.fgv.br/cadernosebape/article/view/51090
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/51090/63800
dc.rights.driver.fl_str_mv Copyright (c) 2017 Cadernos EBAPE.BR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Cadernos EBAPE.BR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de AdEscola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)
publisher.none.fl_str_mv Escola Brasileira de AdEscola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 15 No. 1 (2017); 101-114
Cadernos EBAPE.BR; Vol. 15 Núm. 1 (2017); 101-114
Cadernos EBAPE.BR; v. 15 n. 1 (2017); 101-114
1679-3951
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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