Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2020-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123063507001 |