Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands
This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2017-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123050604001 |
| _version_ | 1797250484304609280 |
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| author | Matheus Frohlich Marquetto Nelson Guilherme Machado Pinto Márcia Zampieri Grohmann Luciana Flores Battistella |
| author_facet | Matheus Frohlich Marquetto Nelson Guilherme Machado Pinto Márcia Zampieri Grohmann Luciana Flores Battistella |
| author_sort | Matheus Frohlich Marquetto |
| collection | DOAJ |
| description | This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved. |
| first_indexed | 2024-03-07T20:26:07Z |
| format | Article |
| id | doaj.art-32fe5041703341d6a52ff416bda4f640 |
| institution | Directory Open Access Journal |
| issn | 1807-734X |
| language | English |
| last_indexed | 2024-04-24T20:47:07Z |
| publishDate | 2017-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj.art-32fe5041703341d6a52ff416bda4f6402024-03-21T19:30:18ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2017-01-01143272287Knowing the Fans Behaviour in Relation To Love of Football Clubs BrandsMatheus Frohlich MarquettoNelson Guilherme Machado PintoMárcia Zampieri GrohmannLuciana Flores BattistellaThis paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana (2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved.http://www.redalyc.org/articulo.oa?id=123050604001brand loveantecedentsconsequentssoccersports marketing |
| spellingShingle | Matheus Frohlich Marquetto Nelson Guilherme Machado Pinto Márcia Zampieri Grohmann Luciana Flores Battistella Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands BBR: Brazilian Business Review brand love antecedents consequents soccer sports marketing |
| title | Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
| title_full | Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
| title_fullStr | Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
| title_full_unstemmed | Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
| title_short | Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands |
| title_sort | knowing the fans behaviour in relation to love of football clubs brands |
| topic | brand love antecedents consequents soccer sports marketing |
| url | http://www.redalyc.org/articulo.oa?id=123050604001 |
| work_keys_str_mv | AT matheusfrohlichmarquetto knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT nelsonguilhermemachadopinto knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT marciazampierigrohmann knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT lucianafloresbattistella knowingthefansbehaviourinrelationtoloveoffootballclubsbrands |