Objetivo do estudo: Analisar os fatores determinantes da satisfação e da lealdade a clubes de futebol, que diante de resultados esportivos negativos, possam sustentar a intenção do torcedor para ...continuar a consumir e a se relacionar com o clube.Metodologia/abordagem: Foi desenvolvida uma estrutura conceitual para avaliar o impacto do envolvimento com o clube e do prestígio percebido, na satisfação e na lealdade do torcedor e o impacto desses construtos na intenção do torcedor de continuar consumindo e se relacionando com o clube. Foi realizada uma pesquisa quantitativa (survey) e os dados foram coletados por meio de um questionário online, gerando 433 respostas válidas (amostra não-probabilística, por julgamento). Para análise dos resultados utilizou-se o Método dos Mínimos Quadrados Parciais (PLS) para desenvolver a Modelagem de Equações Estruturais (SEM), por meio do software SmartPLS.2.0.Originalidade/Relevância: As publicações acadêmicas em marketing esportivo, envolvendo especificamente o futebol são recentes e desproporcionais à popularidade do esporte no Brasil. O comportamento do torcedor brasileiro é um tema pouco explorado. A forma como a pesquisa foi conduzida e analisada é inovadora. As relações entre as variáveis analisadas ainda não tinham sido estudadas.Principais resultados: A pesquisa trouxe evidências empíricas da importância do prestígio percebido pelo torcedor, para a manutenção da sua lealdade ao clube. Mostrou ainda, que o envolvimento que o torcedor tem com o clube influencia, direta e positivamente, a intenção de consumo das extensões da marca do clube. O envolvimento e a lealdade explicam a intenção de continuar “consumindo” as experiências promovidas pelo clube, ainda que a satisfação com o desempenho nas partidas e campeonatos esteja baixa.Contribuições teóricas/metodológicas: A pesquisa ampliou a concepção de lealdade no contexto do marketing esportivo, sobretudo, em relação a clubes de futebol, que apresenta especificidades que diferem da concepção tradicional em marketing. Percebe-se que no futebol a lealdade não é, necessariamente, fruto da satisfação com o resultado das partidas/campeonato. Há outros ingredientes que podem garantir a lealdade em períodos de insatisfação com o desempenho do clube (prestígio percebido e envolvimento).
This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the ...research evidence for crowdfunding and considers how it might be successfully implemented. Presenting international cases and data, including from European football, the book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid understanding of the needs and motivations of potential investors, consumers, and fans. The book sets out a theoretical framework for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the sports crowdfunding market and funders’ behaviours in the crowdfunding campaigns of sports clubs, examines the market segments of the campaigns’ funders, and presents recommendations for developing marketing-mix programs to target them. This is important reading for any researcher, advanced student, or practitioner with an interest in sport business, sport marketing, sport finance, consumer behaviour in sport, or entrepreneurship, innovation, or technology in sport.
The World Cup of the International Association Football Federation (FIFA) is a tournament that alters the routines of most countries and more so if the national team is part of the participating ...leagues. Ecuador experienced an atmosphere of that nature after waiting for eight years following its team’s last participation in Brazil 2014. In this context, the objective of the present study is to reveal the sporting and consumption expectations that Ecuadorians had before the participation of their soccer team in the Qatar 2022 tournament. The application of a simple random survey to 1,438 participants revealed how the fans planned to experience the first game, the types of drinks and food they would choose and who they would watch it with. Additionally, the study revealed the importance of free open television for Ecuadorian society because, for the participants, it was the first option when projecting the image of the game. In addition, the study also showed that younger viewers, instead of turning on the radio while watching the match, use mobile applications and place sports bets to add fun and uncertainty to the outcome. The study also explains the commercial relationship of the fans with their team since they were asked whether they had purchased the official jersey or the replica and what was their spending perspective on that Sunday entertainment. This is the Ecuadorian fan that our research reveals, the same one who was 40 % confident that his tricolor team would advance to the round of 16 of the planetary competition.
The Long Reach of Sponsorship Mazodier, Marc; Henderson, Conor M.; Beck, Joshua T.
Journal of marketing,
11/2018, Volume:
82, Issue:
6
Journal Article
Peer reviewed
Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. ...This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness. The authors posit that such isolation increases the desire to affiliate with the team community, which can increase preferences for team-linked brands. However, the effect of isolation on sponsor performance depends on the strength of fan identification. Isolation increases strong fans’ desire to affiliate with the team community, thereby enhancing sponsorship performance; by contrast, isolation causes weak fans to avoid team-linked brands. Two field studies and four quasi experiments conducted across three countries (N ¼ 1,412) confirm these predictions. Isolated strong fans exhibit increased recall, attitudes, purchase intentions, and word of mouth for sponsors, while isolated weak fans display the opposite effects. For brand managers, the proposed framework reveals whether isolated fans provide the best or worst returns on their sponsorships.
The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows ...that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. Empirically, this paper investigates how user innovation practices catalyzed the formation of four boardsport markets: surfing, kitesurfing, windsurfing, and stand-up-paddling. The findings show that consumers shape markets in three steps: (1) generating local variations of consumption practices; (2) imposing order and coherence to intermediate frames; and (3) channeling creative consumption practices into market formation. This paper contributes to the market-shaping literature by conceptualizing how consumers splinter an existing singular market into new markets. We coin the term ‘market bifurcations’ to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets.
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristics affect consumer ...inferences, attitudes, and behavioral intentions toward a sponsor and a sport property in a partnership. The authors develop a conceptual framework that links a holistic set of sponsorship deal characteristics (i.e., contract length, regional proximity of the sponsor, sponsorship fee, and sponsorship type) to individual consumer perceptions. Study 1 tests the framework in a field study of 2,787 consumers across 44 sponsorships. Study 2 largely confirms the findings of the field study in an experimental study. Overall, the results show that regionally proximate and long-term partnerships benefit as consumers make positive inferences about partnership fit and sponsor motives. In contrast, consumers associate high sponsorship fees, international sponsors, and naming-rights relationships with calculative motives and perceive these factors negatively. For managers, finding that sponsorship deal characteristics matter is important not only for sponsor-property relationships but also for relationships between the sponsoring brands and consumers.
In the setting of four FIFA World Cups, this article examines the effect of the national team participation and other variables as predictors of football matches audience size. It compares not only ...the audience of those matches with/without the presence of the national team during the same tournament (as prior research), but also the audience of matches from tournaments with/without the participation of the national team. Results show that when the national team qualifies and participate in the tournament, the home team effect represents the most relevant predictor of audience size, followed by match quality and scheduling variables. When the national team fails to qualify to the tournament, different predictors of audience behavior are detected. Moreover, the comparison between these scenarios reveals an ancillary home team effect for the whole tournament in which the local team is taking part and a straight effect when it is present on the screen.
Objective: The general objective of this study was to evaluate how descriptive factors of rivalry combine in different ways to constitute this feeling manifested in different degrees of intensity. ...Methods: A questionnaire distributed on social networks was applied with closed questions on a 7-point Likert Scale to measure six factors related to rivalry. To analyze the data, Coincidence Analysis (CNA) was used, calibrated using fuzzy-set in an alternative specification of Totally Fuzzy and Relative. Originality/Relevance: The focal construct of this investigation is rivalry and the intention is to contribute to the literature by addressing how the factors combine to form this feeling. Using factors related to rivalry and evaluating how they combine to form the construct. Results: The observed result involves the studied factors of the concept in a relation of necessity and sufficiency in the constitution of the rivalry behavior, although they do not need to occur together. The result shows three alternative paths for rivalry, ranging from the behavior in which a group is satisfied with beating rivals, through a more visceral rivalry in which fans watch the opponent's games to cheer for their defeat, to the extrapolation of the desire to defeat for several other aspects involved with the rival team. Theoretical/methodological contributions: This study adds to the literature by highlighting three basic alternative paths so that rivalry can be constituted for a fan. It is possible to apply these ideas in the construction of theories about the concept of rivalry and its connection to the feelings of each individual about the team he has chosen as an enemy.
The purpose of this case study research was to explore how Queensland Rugby League (QRL) used a Facebook brand page, for the Queensland Maroons, and incorporated livestreaming throughout the ...2017-2018 State of Origin seasons. Specifically, this study sought to understand managerial perspectives regarding interactive advertising within digital sports marketing strategy encompassing livestreaming and the extent to which it may impact fan engagement. This research utilized a multimethod case study approach involving a content analysis of Facebook, complemented by two semistructured interviews with the organization's digital staff. The findings revealed livestreaming can be an engaging proposition when it provides exclusive content that allows fans to experience authentic insights into the rituals and traditions of their favorite sports team and athletes in real time. Furthermore, three unique management livestreaming experiences were identified: planning, organization, and delivery (POD). As a response, a conceptual POD model has been created that reevaluates the opportunities for fan engagement adapted from previous research findings (Haimson and Tang
2017
; Naraine and Karg 2019). This model is important for sports organizations when considering livestreaming, as there may be unique opportunities to focus on interactive advertising and, thus, to develop awareness and the fan-to-fan and fan-to-athlete/sports organization/team relationship.
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