Proselytism and Word-of-Mouth in Constemporary Sport Consumption

Detalhes bibliográficos
Autor(a) principal: dos Reis Alba, George
Data de Publicação: 2015
Outros Autores: Laitano Lionello, Rafael
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12095
Resumo: The need for social interaction is one of the most basic units of fanship and communication is one of its important tool. When fans interact with people who do not cheer for your club, communication naturally occurs in two ways: positive (mouth to mouth), which is related to the suggestion and recommendation of the club and; negative (proselytism), which refers to ostensive defense, sometimes even in a malign way. The literature on the distinction between the two constructs is lacking and this study aims to analyze the relationship between word-of-mouth and proselytism, specifically in football fans. The results indicate that the constructs differ significantly and have different impacts on spending with the club and attending games.
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spelling Proselytism and Word-of-Mouth in Constemporary Sport ConsumptionProselitismo e Boca-a-boca no Consumo de Esporte ContemporâneoProselytism; Word-of-mouth; Sport Consumption.Proselitismo; Boca-a-boca, Consumo de esporteThe need for social interaction is one of the most basic units of fanship and communication is one of its important tool. When fans interact with people who do not cheer for your club, communication naturally occurs in two ways: positive (mouth to mouth), which is related to the suggestion and recommendation of the club and; negative (proselytism), which refers to ostensive defense, sometimes even in a malign way. The literature on the distinction between the two constructs is lacking and this study aims to analyze the relationship between word-of-mouth and proselytism, specifically in football fans. The results indicate that the constructs differ significantly and have different impacts on spending with the club and attending games.A necessidade de contato social uma das unidades mais bsicas dos torcedores e a comunicao uma importante ferramenta. Quando os torcedores interagem com pessoas que no torcem para o o seu clube, a comunicao, naturalmente, ocorre de duas formas: positiva (boca-a-boca), que est relacionada sugesto e recomendao da equipe e; negativa (proselitismo), que refere-se defesa ostensiva, s vezes, at maligna da equipe. A literatura sobre a distino entre os dois construtos inexistente e o presente trabalho visa analisar a relao entre boca-a-boca e proselitismo, especificamente em torcedores de futebol. Os resultados indicam que os construtos divergem significativamente e possuem impactos diferentes nos gastos com o clube e comparecimento a jogos.Universidade Nove de Julho - Uninove2015-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1209510.5585/remark.v14i3.2713ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 322-3342177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12095/5740Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessdos Reis Alba, GeorgeLaitano Lionello, Rafael2019-02-19T17:41:52Zoai:https://periodicos.uninove.br:article/12095Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:41:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Proselytism and Word-of-Mouth in Constemporary Sport Consumption
Proselitismo e Boca-a-boca no Consumo de Esporte Contemporâneo
title Proselytism and Word-of-Mouth in Constemporary Sport Consumption
spellingShingle Proselytism and Word-of-Mouth in Constemporary Sport Consumption
dos Reis Alba, George
Proselytism; Word-of-mouth; Sport Consumption.
Proselitismo; Boca-a-boca, Consumo de esporte
title_short Proselytism and Word-of-Mouth in Constemporary Sport Consumption
title_full Proselytism and Word-of-Mouth in Constemporary Sport Consumption
title_fullStr Proselytism and Word-of-Mouth in Constemporary Sport Consumption
title_full_unstemmed Proselytism and Word-of-Mouth in Constemporary Sport Consumption
title_sort Proselytism and Word-of-Mouth in Constemporary Sport Consumption
author dos Reis Alba, George
author_facet dos Reis Alba, George
Laitano Lionello, Rafael
author_role author
author2 Laitano Lionello, Rafael
author2_role author
dc.contributor.author.fl_str_mv dos Reis Alba, George
Laitano Lionello, Rafael
dc.subject.por.fl_str_mv Proselytism; Word-of-mouth; Sport Consumption.
Proselitismo; Boca-a-boca, Consumo de esporte
topic Proselytism; Word-of-mouth; Sport Consumption.
Proselitismo; Boca-a-boca, Consumo de esporte
description The need for social interaction is one of the most basic units of fanship and communication is one of its important tool. When fans interact with people who do not cheer for your club, communication naturally occurs in two ways: positive (mouth to mouth), which is related to the suggestion and recommendation of the club and; negative (proselytism), which refers to ostensive defense, sometimes even in a malign way. The literature on the distinction between the two constructs is lacking and this study aims to analyze the relationship between word-of-mouth and proselytism, specifically in football fans. The results indicate that the constructs differ significantly and have different impacts on spending with the club and attending games.
publishDate 2015
dc.date.none.fl_str_mv 2015-09-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12095
10.5585/remark.v14i3.2713
url https://periodicos.uninove.br/remark/article/view/12095
identifier_str_mv 10.5585/remark.v14i3.2713
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12095/5740
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 322-334
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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