An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059 |
Resumo: | Abstract A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analyse the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions. Data were collected from 420 fans of a State Football Championship from Brazil through an online survey and analysed using multigroup structural equation modelling. In that context, the brand mark was not an association considered by the fans, and the analysis indicated a better perception of the brand equity dimensions by the members, and the analysis with the complete sample indicated the relevance of the model (R2= 77%). Specifically, internalisation, social interaction, and management dimensions significantly impacted the behavioural intentions of football fans. The study provides an understanding of the dimensions of brand equity in a context not previously studied and the different perceptions of these dimensions through multigroup analysis. Further, it informs marketers of the brand equity elements that must be taken into account in an attempt to leverage team behavioural intentions. |
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An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentionsawarenessassociationslatent class analysisconsumer behaviourAbstract A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analyse the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions. Data were collected from 420 fans of a State Football Championship from Brazil through an online survey and analysed using multigroup structural equation modelling. In that context, the brand mark was not an association considered by the fans, and the analysis indicated a better perception of the brand equity dimensions by the members, and the analysis with the complete sample indicated the relevance of the model (R2= 77%). Specifically, internalisation, social interaction, and management dimensions significantly impacted the behavioural intentions of football fans. The study provides an understanding of the dimensions of brand equity in a context not previously studied and the different perceptions of these dimensions through multigroup analysis. Further, it informs marketers of the brand equity elements that must be taken into account in an attempt to leverage team behavioural intentions.Edições Desafio Singular2023-03-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059Motricidade v.19 n.1 2023reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059Miranda,YvesPedroso,Carlos Augusto Mulatinho de QueirozBarros Filho,Marcos AntonioBiscaia,RuiBrandão,Améliainfo:eu-repo/semantics/openAccess2024-02-06T17:20:38Zoai:scielo:S1646-107X2023000100059Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:27:56.651285Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
title |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
spellingShingle |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions Miranda,Yves awareness associations latent class analysis consumer behaviour |
title_short |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
title_full |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
title_fullStr |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
title_full_unstemmed |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
title_sort |
An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions |
author |
Miranda,Yves |
author_facet |
Miranda,Yves Pedroso,Carlos Augusto Mulatinho de Queiroz Barros Filho,Marcos Antonio Biscaia,Rui Brandão,Amélia |
author_role |
author |
author2 |
Pedroso,Carlos Augusto Mulatinho de Queiroz Barros Filho,Marcos Antonio Biscaia,Rui Brandão,Amélia |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Miranda,Yves Pedroso,Carlos Augusto Mulatinho de Queiroz Barros Filho,Marcos Antonio Biscaia,Rui Brandão,Amélia |
dc.subject.por.fl_str_mv |
awareness associations latent class analysis consumer behaviour |
topic |
awareness associations latent class analysis consumer behaviour |
description |
Abstract A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analyse the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions. Data were collected from 420 fans of a State Football Championship from Brazil through an online survey and analysed using multigroup structural equation modelling. In that context, the brand mark was not an association considered by the fans, and the analysis indicated a better perception of the brand equity dimensions by the members, and the analysis with the complete sample indicated the relevance of the model (R2= 77%). Specifically, internalisation, social interaction, and management dimensions significantly impacted the behavioural intentions of football fans. The study provides an understanding of the dimensions of brand equity in a context not previously studied and the different perceptions of these dimensions through multigroup analysis. Further, it informs marketers of the brand equity elements that must be taken into account in an attempt to leverage team behavioural intentions. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-03-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S1646-107X2023000100059 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Edições Desafio Singular |
publisher.none.fl_str_mv |
Edições Desafio Singular |
dc.source.none.fl_str_mv |
Motricidade v.19 n.1 2023 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799137350602719232 |