| Summary: | The general objective of the study is to determine and analyze the perception of the brand of this club for its customers. The specific objectives are focused on: identifying and characterizing the sports organization's customers and building personas that allow the creation of personalized content; select dimensions of the service provided and assess consumers' perception; identify the value given by customers to the addition of new services. The results of the study offer a different perspective from previous studies, from the point of view of parents, who show greater interest in their students practicing a sport and are simultaneously looking out for their health and well-being, than precisely because they aspire to for them a career in football. Therefore, clubs should pay attention to this trend and try to respond to them. These principles apply both in Portugal and internationally, where opportunities, in financial terms and in terms of raw talent, present themselves as important growth prospects for the sports projects of Portuguese football clubs. To this end, the importance of developing and disseminating a differentiating brand, centered on customer needs, with quality and visible results is highlighted, allowing for an increase in the club's reputation and the opening of more football schools.
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