Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/1540 |
Resumo: | Sport provides health, resilience, quality of life, team spirit, fairness, honesty and other qualities admired, and of course, tinkering directly with the passion enthusiast. Hereby, Brazilian financial institutions invest thousands of dollars in sponsoring sports activities to an improvement in their brand equity. Because of this, the present study aims at understanding through literature, document and quantitative research, the sports sponsorship can add value taken as positive the brand equity of financial institutions in Brazil. For this, we studied the five largest financial institutions in Brazil, as each of sponsoring the sport and what the effect of this sponsorship before consumers. For the achievement of the goal we used the sports sponsorship theories and brand equity, seeking to focus on the approach in the sports sector. descriptive quantitative methodology was used and achieved results confirmed the hypothesis of the work, that sports sponsorship has a positive influence on the brand equity components. This demonstrates the benefits for financial institutions, helping the market gain competitive advantage and have a valued image of heritage and always present on the consumer. |
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Cardoso, Marcos Viniciushttp://lattes.cnpq.br/7655166434217513Cardoso, Marcos Viniciushttp://lattes.cnpq.br/7655166434217513Ladeira, Wagner Juniorhttp://lattes.cnpq.br/9003489318938913Malagrino, Fernando de Andrade Francohttp://lattes.cnpq.br/8973929290442297Veloso, Andres RodriguesSilva, Filipe Quevedo Pires de Oliveira ehttp://lattes.cnpq.br/8912994803481178http://lattes.cnpq.br/9563446799764773Scombati, Daniel Pereira2016-11-10T17:57:12Z2016-04-29Scombati, Daniel Pereira. Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity. 2016. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1540Sport provides health, resilience, quality of life, team spirit, fairness, honesty and other qualities admired, and of course, tinkering directly with the passion enthusiast. Hereby, Brazilian financial institutions invest thousands of dollars in sponsoring sports activities to an improvement in their brand equity. Because of this, the present study aims at understanding through literature, document and quantitative research, the sports sponsorship can add value taken as positive the brand equity of financial institutions in Brazil. For this, we studied the five largest financial institutions in Brazil, as each of sponsoring the sport and what the effect of this sponsorship before consumers. For the achievement of the goal we used the sports sponsorship theories and brand equity, seeking to focus on the approach in the sports sector. descriptive quantitative methodology was used and achieved results confirmed the hypothesis of the work, that sports sponsorship has a positive influence on the brand equity components. This demonstrates the benefits for financial institutions, helping the market gain competitive advantage and have a valued image of heritage and always present on the consumer.Esporte remete a sa??de, supera????o, qualidade de vida, esp??rito de equipe, lisura, honestidade e outras qualidades admiradas, al??m ?? claro, de mexer diretamente com a paix??o do entusiasta. Por meio disto, as institui????es financeiras brasileiras investem milhares de reais em patroc??nio a atividades esportivas visando uma melhora em sua notoriedade e conhecimento de marca. Devido a isto, o presente estudo visa compreender, atrav??s de levantamento bibliogr??fico, documental e pesquisa quantitativa, se o patroc??nio esportivo pode agregar valores tidos como positivos ao brand equity das institui????es financeiras do Brasil. Para a realiza????o do objetivo foram utilizadas as teorias de patroc??nio esportivo e de brand equity, buscando o foco na abordagem no setor esportivo. Foi utilizada a metodologia quantitativa descritiva, atrav??s da modelagem de equa????es estruturadas e, com isto, alcan??ou resultados que confirmaram as hip??teses do trabalho, de que o patroc??nio esportivo cr??vel influencia positivamente nos componentes do brand equity. Isto demonstra os benef??cios para as institui????es financeiras, pois sinaliza como um norte, mostrando que ao possuir um patroc??nio congruente com a sua imagem, gera a credibilidade no patroc??nio e esta, por sua vez, impacta positivamente os componentes do brand equity. Com isto, h?? o aux??lio no ganho de mercado, diferencial competitivo e patrim??nio de imagem valorizado e sempre presente diante do consumidor.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-11-10T17:57:12Z No. of bitstreams: 1 Daniel Pereira Scombati.pdf: 1001286 bytes, checksum: f18bf5818075fe5fa2f486be84a716fb (MD5)Made available in DSpace on 2016-11-10T17:57:12Z (GMT). No. of bitstreams: 1 Daniel Pereira Scombati.pdf: 1001286 bytes, checksum: f18bf5818075fe5fa2f486be84a716fb (MD5) Previous issue date: 2016-04-29application/pdfporUniversidade Nove de JulhoPrograma de Mestrado Profissional em Administra????o - Gest??o do EsporteUNINOVEBrasilAdministra????obrand equitypatroc??nio esportivomercado financeiroesportebancosbrand equitysports sponsorshipfinancial marketsportbanksADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSInstitui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equityBrazilian financial institutions and sport: the effect of investment in sports sponsorship in brand equity componentsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-710462410973612412600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALDaniel Pereira Scombati.pdfDaniel Pereira Scombati.pdfapplication/pdf1001286http://localhost:8080/tede/bitstream/tede/1540/2/Daniel+Pereira+Scombati.pdff18bf5818075fe5fa2f486be84a716fbMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1540/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/15402016-11-10 15:57:12.978oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-11-10T17:57:12Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
dc.title.alternative.eng.fl_str_mv |
Brazilian financial institutions and sport: the effect of investment in sports sponsorship in brand equity components |
title |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
spellingShingle |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity Scombati, Daniel Pereira brand equity patroc??nio esportivo mercado financeiro esporte bancos brand equity sports sponsorship financial market sport banks ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
title_full |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
title_fullStr |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
title_full_unstemmed |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
title_sort |
Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity |
author |
Scombati, Daniel Pereira |
author_facet |
Scombati, Daniel Pereira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7655166434217513 |
dc.contributor.referee1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/7655166434217513 |
dc.contributor.referee2.fl_str_mv |
Ladeira, Wagner Junior |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/9003489318938913 |
dc.contributor.referee3.fl_str_mv |
Malagrino, Fernando de Andrade Franco |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/8973929290442297 |
dc.contributor.referee4.fl_str_mv |
Veloso, Andres Rodrigues |
dc.contributor.referee5.fl_str_mv |
Silva, Filipe Quevedo Pires de Oliveira e |
dc.contributor.referee5Lattes.fl_str_mv |
http://lattes.cnpq.br/8912994803481178 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/9563446799764773 |
dc.contributor.author.fl_str_mv |
Scombati, Daniel Pereira |
contributor_str_mv |
Cardoso, Marcos Vinicius Cardoso, Marcos Vinicius Ladeira, Wagner Junior Malagrino, Fernando de Andrade Franco Veloso, Andres Rodrigues Silva, Filipe Quevedo Pires de Oliveira e |
dc.subject.por.fl_str_mv |
brand equity patroc??nio esportivo mercado financeiro esporte bancos |
topic |
brand equity patroc??nio esportivo mercado financeiro esporte bancos brand equity sports sponsorship financial market sport banks ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
brand equity sports sponsorship financial market sport banks |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
Sport provides health, resilience, quality of life, team spirit, fairness, honesty and other qualities admired, and of course, tinkering directly with the passion enthusiast. Hereby, Brazilian financial institutions invest thousands of dollars in sponsoring sports activities to an improvement in their brand equity. Because of this, the present study aims at understanding through literature, document and quantitative research, the sports sponsorship can add value taken as positive the brand equity of financial institutions in Brazil. For this, we studied the five largest financial institutions in Brazil, as each of sponsoring the sport and what the effect of this sponsorship before consumers. For the achievement of the goal we used the sports sponsorship theories and brand equity, seeking to focus on the approach in the sports sector. descriptive quantitative methodology was used and achieved results confirmed the hypothesis of the work, that sports sponsorship has a positive influence on the brand equity components. This demonstrates the benefits for financial institutions, helping the market gain competitive advantage and have a valued image of heritage and always present on the consumer. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-11-10T17:57:12Z |
dc.date.issued.fl_str_mv |
2016-04-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Scombati, Daniel Pereira. Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity. 2016. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1540 |
identifier_str_mv |
Scombati, Daniel Pereira. Institui????es financeiras brasileiras e o esporte: o efeito do investimento em patroc??nio esportivo nos componentes do brand equity. 2016. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte) - Universidade Nove de Julho, S??o Paulo. |
url |
http://bibliotecatede.uninove.br/handle/tede/1540 |
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por |
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por |
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600 |
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openAccess |
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Universidade Nove de Julho |
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Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte |
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UNINOVE |
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Brasil |
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Administra????o |
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Universidade Nove de Julho |
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