Proselytism and Word-of-Mouth in Constemporary Sport Consumption
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | |
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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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 |
_version_ |
1799138639898214400 |