Sales-based Brand Equity as a Performance Driver in ‘The Country of Soccer
Despite being the most popular sport in Brazil, soccer suffers from structural problems. Managers working in this reality know little about the factors that determine performance measures in stadiums. Existing research is undertaken according to an economic logic, which attributes importance to a de...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2019-12-01
|
| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | https://rac.anpad.org.br/index.php/rac/article/view/1380 |
| Summary: | Despite being the most popular sport in Brazil, soccer suffers
from structural problems. Managers working in this reality know
little about the factors that determine performance measures
in stadiums. Existing research is undertaken according to an
economic logic, which attributes importance to a dependent
variable only, the total attendance of soccer matches. This
article presents an approach that retrieves a sales-based brand
equity (SBBE) measure responsible for performance (revenues
and proportional demand) in Brazilian soccer stadiums. The
methodology involved a process of a canonical regression model
with two dependent variables using on-field performance and SBBE
as the main drivers of marketing performance. The theoretical
assumption underlying the models is the discussion about the
multidimensionality of performance and the importance of
testing the potential correlation amongst marketing performance
variables. The model developed was estimated using all matches
of the Premium Division of Brazilian Championship (Série A) held
between 2012 and 2017. The main result highlights the power of
SBBE as the primary driver of performance in Brazilian stadiums.
Corinthians and Flamengo, the two most important Brazilian
soccer club brands, exert a positive influence considerably higher
than all other competitors. |
|---|---|
| ISSN: | 1415-6555 1982-7849 |