Sports Mark Communities Fantasy Games: Identification, Engagement, Continuity of Intent and Value of Sponsor's Mark

• Autor(a) principal: Almeida, Raphael Bastos de
• Data de Publicação: 2015
• Outros Autores: Almeida, Victor Manoel Cunha de, Lima, Diego de Faveri Pereira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12074
• topic: Brand Communities; Identification; Engagement; Consumer-Based Brand Equity; Sponsorship; Fantasy Sports Games.; Comunidades de Marca; Identificação; Engajamento; Valor da Marca na Perspectiva do Consumidor; Patrocínio; Fantasy Sports Games

This study aims to investigate to what extent does a Fantasy Sports Game (FSG) brand communitys members Identification and Engagement influence their Membership Continuance Intention as well as their perception of the brand equity of the FSGs sponsor. The Consumer Culture Theory CCT (Arnould Thompson, 2005) was used as the theoretical framework for this study, more specifically situated in the brand community group of CCT studies. The Social Influence of Brand Communities model (Algesheimer, Dholakia, Herrmann, 2005) was used as the basis for the development of the conceptual model of this study, which focused on the players of Cartola FC, the most important Brazilian football (soccer) FSG. A non-probabilistic judgment sample was collected through a web survey focusing on the Cartola FCs official Facebook fan page members resulting in 3,710 valid responses. The constructs reliability, as well as their convergent, discriminant and nomological validities were assessed. Structural equation modeling was used to test the substantive hypotheses of this study. Five of the six substantive hypotheses were empirically supported. The results suggest that the sponsors consumer based brand equity is positively influenced by the brand communities members engagement and membership continuance intention.