O esporte, a torcida e o amor: o brand love de brasileiros a seus times
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/1620 |
Resumo: | Fans of sports team gets excited, interacts with others fans, buys to show their belonginess on that social group. However not necessarily this actions means that the individual is really a fan, that celebrates victories and suffers on losses. What difference a fan of a well-wishing is the love to the team (adapted from brand love) and the level of identification. The research, so, intended, at first, to measure the brand love differences between Brazilians fans of national teams and of foreigner teams. Likewise, intended to understand the differences on team identification and purchase intention on these same groups. That distinction is necessary because some numbers shows that Brazilians interest in foreigner teams and diverse sports is growing, so the research wished to investigate if there are Brazilians really being fans of foreigner teams or if they are just enthusiasts. The theoretical concepts that sustained the study were brand love, team identification and purchase intention as a consequent of both. A confirmatory factorial analysis and a structural equation modeling were applied. Results showed that there are no differences between brand love and team identification on Brazilians fans of national teams and Brazilian fans of foreigner teams. The last group???s purchase intention was bigger, by the way. |
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Cardoso, Marcos ViniciusCardoso, Marcos ViniciusScarpin, M??rcia Regina SantiagoLopes, Evandro LuizRossi, George BedinelliSiqueira, Jo??o Paulo Lara dehttp://lattes.cnpq.br/8021618805612053Corat, Pedro de Bragan??a2017-05-22T16:48:03Z2016-12-16Corat, Pedro de Bragan??a. O esporte, a torcida e o amor: o brand love de brasileiros a seus times. 2016. 99 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/1620Fans of sports team gets excited, interacts with others fans, buys to show their belonginess on that social group. However not necessarily this actions means that the individual is really a fan, that celebrates victories and suffers on losses. What difference a fan of a well-wishing is the love to the team (adapted from brand love) and the level of identification. The research, so, intended, at first, to measure the brand love differences between Brazilians fans of national teams and of foreigner teams. Likewise, intended to understand the differences on team identification and purchase intention on these same groups. That distinction is necessary because some numbers shows that Brazilians interest in foreigner teams and diverse sports is growing, so the research wished to investigate if there are Brazilians really being fans of foreigner teams or if they are just enthusiasts. The theoretical concepts that sustained the study were brand love, team identification and purchase intention as a consequent of both. A confirmatory factorial analysis and a structural equation modeling were applied. Results showed that there are no differences between brand love and team identification on Brazilians fans of national teams and Brazilian fans of foreigner teams. The last group???s purchase intention was bigger, by the way.A torcida de times esportivos se emociona, interage com os demais e consome como forma de exibir seu pertencimento ??quele grupo social. Por??m n??o necessariamente a realiza????o destas a????es significa que o indiv??duo ?? realmente um torcedor, que celebra as vit??rias e sofre nas derrotas. O que diferencia torcedores de simpatizantes ?? o amor ao time, adaptado do brand love (amor ?? marca) e o grau de identifica????o com este. A pesquisa, ent??o, pretendeu, em um primeiro momento, mensurar as diferen??as entre o brand love de torcedores brasileiros a times nacionais e a times estrangeiros. Igualmente se objetivou entender as diferen??as nestes mesmos grupos ?? identifica????o com o time e ?? inten????o de compra. Tal distin????o se fez necess??ria pelo fato de alguns n??meros mostrarem o aumento do interesse de brasileiros por times estrangeiros e modalidades variadas, ent??o se pretendeu investigar se h?? realmente brasileiros torcendo para times estrangeiros ou se s??o apenas entusiastas. Os conceitos te??ricos que ampararam o estudo s??o o brand love, a identifica????o com o time e a inten????o de compra como consequ??ncia a ambos. Foi aplicada an??lise fatorial confirmat??ria e modelagem de equa????es estruturais. Os resultados mostraram que n??o existe diferen??as entre o brand love e a identifica????o com o time para torcedores de times nacionais e de times estrangeiros, o que comprova a exist??ncia de brasileiros que s??o realmente torcedores de times de fora do pa??s. A inten????o de compra deste grupo se mostrou maior, inclusive.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-05-22T16:48:03Z No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5)Made available in DSpace on 2017-05-22T16:48:03Z (GMT). No. of bitstreams: 1 Pedro de Braganca Corat.pdf: 1262846 bytes, checksum: 6f3985beb7935ef79a7ae5bad539f9c5 (MD5) Previous issue date: 2016-12-16application/pdfporUniversidade Nove de JulhoPrograma de Mestrado Profissional em Administra????o - Gest??o do EsporteUNINOVEBrasilAdministra????obrand loveidentifica????o com o timecomportamento do consumidoran??lise fatorial confirmat??riamodelagem de equa????es estruturaisbrand loveteam identificationconsumer behaviorconfirmatory factorial analysisstructural equation modelingADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSO esporte, a torcida e o amor: o brand love de brasileiros a seus timesSport, fans and love: brazilian's brand love to their teamsinfo: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:UNINOVEORIGINALPedro de Braganca Corat.pdfPedro de Braganca Corat.pdfapplication/pdf1262846http://localhost:8080/tede/bitstream/tede/1620/2/Pedro+de+Braganca+Corat.pdf6f3985beb7935ef79a7ae5bad539f9c5MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1620/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/16202017-05-22 13:48:03.226oai: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:2017-05-22T16:48:03Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
dc.title.alternative.eng.fl_str_mv |
Sport, fans and love: brazilian's brand love to their teams |
title |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
spellingShingle |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times Corat, Pedro de Bragan??a brand love identifica????o com o time comportamento do consumidor an??lise fatorial confirmat??ria modelagem de equa????es estruturais brand love team identification consumer behavior confirmatory factorial analysis structural equation modeling ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
title_full |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
title_fullStr |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
title_full_unstemmed |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
title_sort |
O esporte, a torcida e o amor: o brand love de brasileiros a seus times |
author |
Corat, Pedro de Bragan??a |
author_facet |
Corat, Pedro de Bragan??a |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.referee1.fl_str_mv |
Cardoso, Marcos Vinicius |
dc.contributor.referee2.fl_str_mv |
Scarpin, M??rcia Regina Santiago |
dc.contributor.referee3.fl_str_mv |
Lopes, Evandro Luiz |
dc.contributor.referee4.fl_str_mv |
Rossi, George Bedinelli |
dc.contributor.referee5.fl_str_mv |
Siqueira, Jo??o Paulo Lara de |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8021618805612053 |
dc.contributor.author.fl_str_mv |
Corat, Pedro de Bragan??a |
contributor_str_mv |
Cardoso, Marcos Vinicius Cardoso, Marcos Vinicius Scarpin, M??rcia Regina Santiago Lopes, Evandro Luiz Rossi, George Bedinelli Siqueira, Jo??o Paulo Lara de |
dc.subject.por.fl_str_mv |
brand love identifica????o com o time comportamento do consumidor an??lise fatorial confirmat??ria modelagem de equa????es estruturais |
topic |
brand love identifica????o com o time comportamento do consumidor an??lise fatorial confirmat??ria modelagem de equa????es estruturais brand love team identification consumer behavior confirmatory factorial analysis structural equation modeling ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
brand love team identification consumer behavior confirmatory factorial analysis structural equation modeling |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
Fans of sports team gets excited, interacts with others fans, buys to show their belonginess on that social group. However not necessarily this actions means that the individual is really a fan, that celebrates victories and suffers on losses. What difference a fan of a well-wishing is the love to the team (adapted from brand love) and the level of identification. The research, so, intended, at first, to measure the brand love differences between Brazilians fans of national teams and of foreigner teams. Likewise, intended to understand the differences on team identification and purchase intention on these same groups. That distinction is necessary because some numbers shows that Brazilians interest in foreigner teams and diverse sports is growing, so the research wished to investigate if there are Brazilians really being fans of foreigner teams or if they are just enthusiasts. The theoretical concepts that sustained the study were brand love, team identification and purchase intention as a consequent of both. A confirmatory factorial analysis and a structural equation modeling were applied. Results showed that there are no differences between brand love and team identification on Brazilians fans of national teams and Brazilian fans of foreigner teams. The last group???s purchase intention was bigger, by the way. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-12-16 |
dc.date.accessioned.fl_str_mv |
2017-05-22T16:48:03Z |
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 |
Corat, Pedro de Bragan??a. O esporte, a torcida e o amor: o brand love de brasileiros a seus times. 2016. 99 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/1620 |
identifier_str_mv |
Corat, Pedro de Bragan??a. O esporte, a torcida e o amor: o brand love de brasileiros a seus times. 2016. 99 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/1620 |
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por |
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600 |
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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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