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...

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Autores principales:	Matheus Frohlich Marquetto, Nelson Guilherme Machado Pinto, Márcia Zampieri Grohmann, Luciana Flores Battistella
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2017
Materias:	brand love antecedents consequents soccer sports marketing Business HF5001-6182
Acceso en línea:	https://doaj.org/article/32fe5041703341d6a52ff416bda4f640
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spelling	oai:doaj.org-article:32fe5041703341d6a52ff416bda4f6402021-11-11T15:48:07ZKnowing the Fans Behaviour in Relation To Love of Football Clubs Brands1807-734Xhttps://doaj.org/article/32fe5041703341d6a52ff416bda4f6402017-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123050604001https://doaj.org/toc/1807-734XThis 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.Matheus Frohlich MarquettoNelson Guilherme Machado PintoMárcia Zampieri GrohmannLuciana Flores BattistellaFUCAPE Business Schoolarticlebrand loveantecedentsconsequentssoccersports marketingBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 14, Iss 3, Pp 272-287 (2017)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	brand love antecedents consequents soccer sports marketing Business HF5001-6182
spellingShingle	brand love antecedents consequents soccer sports marketing Business HF5001-6182 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
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.
format	article
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
title	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_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_sort	knowing the fans behaviour in relation to love of football clubs brands
publisher	FUCAPE Business School
publishDate	2017
url	https://doaj.org/article/32fe5041703341d6a52ff416bda4f640
work_keys_str_mv	AT matheusfrohlichmarquetto knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT nelsonguilhermemachadopinto knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT marciazampierigrohmann knowingthefansbehaviourinrelationtoloveoffootballclubsbrands AT lucianafloresbattistella knowingthefansbehaviourinrelationtoloveoffootballclubsbrands
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Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands

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