The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Future Studies Research Journal: Trends and Strategies |
Texto Completo: | https://www.revistafuture.org/FSRJ/article/view/171 |
Resumo: | The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of official products, the annual amount spent on such products, favorite venue to purchase and assortment of the products mix. For the supporters buying preferences analysis, it was applied the technique of correspondence analysis (Anacor). As a result, we can point out that the supporters’ loyalty, driven by the relationship marketing, is one of the catalysts for increasing the soccer clubs revenue, since the higher the products and average tickets purchase frequency, the more this frequency is associated with a higher number of attendance to the stadium, as well as the variety in the mix of products acquired by the supporter. In this sense, the work points to the importance of building a long term relationship which goes beyond the emotional bond with the club, reaching the brand products consumption. |
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The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’O Impacto do Estádio no Consumo do Torcedor: como a Frequência no Estádio Impulsiona a Demanda por Produtos dos ClubesSports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty.Marketing esportivo. Marketing de relacionamento. Fidelidade à marca. Clubes de Futebol. Fidelidade a clubes de futebol.The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of official products, the annual amount spent on such products, favorite venue to purchase and assortment of the products mix. For the supporters buying preferences analysis, it was applied the technique of correspondence analysis (Anacor). As a result, we can point out that the supporters’ loyalty, driven by the relationship marketing, is one of the catalysts for increasing the soccer clubs revenue, since the higher the products and average tickets purchase frequency, the more this frequency is associated with a higher number of attendance to the stadium, as well as the variety in the mix of products acquired by the supporter. In this sense, the work points to the importance of building a long term relationship which goes beyond the emotional bond with the club, reaching the brand products consumption.O objetivo deste estudo é investigar a relação existente entre a presença do torcedor no estádio, que demonstra o envolvimento do torcedor com seu clube de futebol, e sua influência na compra de produtos oficiais das 12 maiores marcas brasileiras de clubes de futebol. Nesta pesquisa, coletaram-se informações de 1.296 torcedores que responderam a um questionário com 22 perguntas. Definiu-se como envolvimento com seu clube de futebol a frequência de ida ao estádio. Para determinar a relação de consumo, foram utilizadas variáveis como frequência de compra de produtos oficiais, valor anual gasto com tais produtos, local preferido para realização de compras e sortimento do mix de produto. Para a análise das preferências de compra do torcedor, foi aplicada a técnica de análise de correspondência (Anacor). Como resultado, pode-se apontar que a fidelização do torcedor, impulsionada pelo marketing de relacionamento, é um dos catalisadores para aumentar as receitas dos clubes de futebol, já que maiores frequências de compra e tíquetes médios estão associadas a um número maior de idas ao estádio, assim como à variedade do mix de produtos adquiridos pelo torcedor. Nesse sentido, o trabalho aponta para a importância de construir uma relação de longo prazo que vá além do vínculo emocional com o clube, chegando até ao consumo dos produtos da marca.Future Studies Research Journal: Trends and Strategies2014-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/17110.24023/FutureJournal/2175-5825/2014.v6i2.171Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 2 (2014): Future Studies Research Journal; 126-156Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 2 (2014): Future Studies Research Journal; 126-1562175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAengporhttps://www.revistafuture.org/FSRJ/article/view/171/285https://www.revistafuture.org/FSRJ/article/view/171/274Copyright (c) 2014 Future Studies Research Journal: Trends and Strategiesinfo:eu-repo/semantics/openAccessFleury, Fernando A.Cardoso, Marcos ViníciusFouto, Nuno DiasVance, PatríciaMarques, Rui2015-06-16T15:42:59Zoai:ojs.future.emnuvens.com.br:article/171Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2015-06-16T15:42:59Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false |
dc.title.none.fl_str_mv |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ O Impacto do Estádio no Consumo do Torcedor: como a Frequência no Estádio Impulsiona a Demanda por Produtos dos Clubes |
title |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
spellingShingle |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ Fleury, Fernando A. Sports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty. Marketing esportivo. Marketing de relacionamento. Fidelidade à marca. Clubes de Futebol. Fidelidade a clubes de futebol. |
title_short |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
title_full |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
title_fullStr |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
title_full_unstemmed |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
title_sort |
The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’ |
author |
Fleury, Fernando A. |
author_facet |
Fleury, Fernando A. Cardoso, Marcos Vinícius Fouto, Nuno Dias Vance, Patrícia Marques, Rui |
author_role |
author |
author2 |
Cardoso, Marcos Vinícius Fouto, Nuno Dias Vance, Patrícia Marques, Rui |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Fleury, Fernando A. Cardoso, Marcos Vinícius Fouto, Nuno Dias Vance, Patrícia Marques, Rui |
dc.subject.por.fl_str_mv |
Sports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty. Marketing esportivo. Marketing de relacionamento. Fidelidade à marca. Clubes de Futebol. Fidelidade a clubes de futebol. |
topic |
Sports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty. Marketing esportivo. Marketing de relacionamento. Fidelidade à marca. Clubes de Futebol. Fidelidade a clubes de futebol. |
description |
The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of official products, the annual amount spent on such products, favorite venue to purchase and assortment of the products mix. For the supporters buying preferences analysis, it was applied the technique of correspondence analysis (Anacor). As a result, we can point out that the supporters’ loyalty, driven by the relationship marketing, is one of the catalysts for increasing the soccer clubs revenue, since the higher the products and average tickets purchase frequency, the more this frequency is associated with a higher number of attendance to the stadium, as well as the variety in the mix of products acquired by the supporter. In this sense, the work points to the importance of building a long term relationship which goes beyond the emotional bond with the club, reaching the brand products consumption. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-12-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/171 10.24023/FutureJournal/2175-5825/2014.v6i2.171 |
url |
https://www.revistafuture.org/FSRJ/article/view/171 |
identifier_str_mv |
10.24023/FutureJournal/2175-5825/2014.v6i2.171 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/171/285 https://www.revistafuture.org/FSRJ/article/view/171/274 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
dc.source.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies; Vol. 6 No. 2 (2014): Future Studies Research Journal; 126-156 Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 6 n. 2 (2014): Future Studies Research Journal; 126-156 2175-5825 reponame:Future Studies Research Journal: Trends and Strategies instname:Fundação Instituto de Administração (FIA) instacron:FIA |
instname_str |
Fundação Instituto de Administração (FIA) |
instacron_str |
FIA |
institution |
FIA |
reponame_str |
Future Studies Research Journal: Trends and Strategies |
collection |
Future Studies Research Journal: Trends and Strategies |
repository.name.fl_str_mv |
Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA) |
repository.mail.fl_str_mv |
|
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1808843616939933696 |